Should Multi-Country Advertising Research be Universal or Unique

By February 18, 1979 February 7th, 2019 Consumer Behavior
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Despite considerable degree of multi-country advertising and marketing research, the question of universal or unique approaches to conducting research in different countries still remains unsolved. Based on a review of past research efforts and case histories, this paper suggests that extension versus adjustment of advertising research methodology depends upon at least two major factors.
Should Multi-Country Advertising Research be Universal or Unique

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