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...
|Journal Title:||Advances in International Marketing Vol. 12; pp. 9 - 23|
|Authors:||Hae-Kyong Bang, G. Miracle|