Abstract:

Every time we are asked to do cross-national advertising research, we must worry about comparability of data across countries. Unfortunately, we still do not know the situations and conditions under which we can clearly justify a universal approach to advertising research. The purpose of this paper is to explore those situations or conditions which indicate that one must make adjustments in his research methodology and procedures in conducting multi-country advertising research. Not only should we identify the determinant conditions for making adjustments, we must also identify specific areas of research methodology which must be adjusted in the presence of a determinant condition. In other words, this paper will address the problem of what to change or adjust in multi-country advertising research under what specific conditions or situations.