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The State of Methodological Practice in International Marketing Research

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 – This chapter outlines key guidelines for conducting cross-national studies in marketing. It also calls attention to the need to follow these guidelines based on the trend toward a majority of studies complying with them. Finally, the chapter calls attention to the need for certain theory bases and methods to be used more frequently.

Keywords

Citation

Taylor, C.R., Luke Bowen, C. and Bang, H.-K. (2011), "The State of Methodological Practice in International Marketing Research", 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. 143-167. https://doi.org/10.1108/S1474-7979(2011)0000022010

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited