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A Multicountry Advertising Research Framework: Lessons Learned from Testing Global Consumer Culture Positioning

Measurement and Research Methods in International Marketing

ISBN: 978-1-78052-094-0, eISBN: 978-1-78052-095-7

ISSN: 1474-7979

Publication date: 23 August 2011

Abstract

Originality/value of paper – Multicountry research requires a series of challenging decisions. Although a well-planned research design is particularly essential in a cross-cultural setting, little attention has been given in providing researchers and instructors with methodological recommendations. This chapter is intended to be a useful reference for these audiences.

Keywords

Citation

Okazaki, S., Mueller, B. and Diehl, S. (2011), "A Multicountry Advertising Research Framework: Lessons Learned from Testing Global Consumer Culture Positioning", Sarstedt, M., Schwaiger, M. and Taylor, C.R. (Ed.) Measurement and Research Methods in International Marketing (Advances in International Marketing, Vol. 22), Emerald Group Publishing Limited, Bingley, pp. 73-96. https://doi.org/10.1108/S1474-7979(2011)0000022007

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited