Achieving Reliable and Valid Cross-Cultural Research Results in Content Analysis

Cross-cultural research presents unique challenges due to language and cultural differences. Based on a large-scale research project involving television advertisements from Japan, Korea, and the U.S., the article identifies a number of problems encountered in developing equivalent research instrume...

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Journal Title: Advances in International Marketing Vol. 12; pp. 9 - 23
Authors: Hae-Kyong Bang, G. Miracle
Format: Article
Published: 2002
Online Access: Full Text