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.
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
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