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Title:Should multi-country advertising research be universal or unique? / BEBR No. 550
Author(s):Sheth, Jagdish N.
Contributor(s):University of Illinois at Urbana-Champaign. College of Commerce and Business Administration
Subject(s):Advertising -- Research.
Issue Date:Feb 23 197
Publisher:[Urbana, Ill.] : College of Commerce and Business Administration, University of Illinois at Urbana-Champaign,
Series/Report:Faculty working papers ; no. 550
Description:Includes bibliographical references (p. 11).
"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 unresolved. 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. The first factor is related to the advertising function itself in terms of measuring the impact of media vs. content of advertising. The second factor is related to the effects of advertising in terms of measuring behavioral or attitudinal impact of advertising on the market place. Finally, it is suggested that all advertising research can be classified into four categories based on the interaction of the above two factors. For example, media research limited to measuring behavioral effects of media will be easy to extend from country to country. On the other hand, content research limited to measuring attitudinal effects will be the most unique and, therefore, will need adjustment across countries with respect to research methodology and procedures."
Rights Information:In copyright. Digitized with permission of the University of Illinois Board of Trustees. Contact for information.
Copyright Feb 23 1979 Board of Trustees University of Illinois.
Date Available in IDEALS:2011-09-15
Has Version(s):
Identifier in Online Catalog:323700
OCLC Identifier:(OCoLC)ocm05120419

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