Achieving reliable and valid cross-cultural research results in content analysis

Abstract

Cross-cultural research presents unique challenges due to language and cultural differences. Based on a large-scale research project involving television advertisements from Japan, Korea, and the U.S., the article identifies a number of problems encountered in developing equivalent research instruments in, and discusses ways to achieve reliable and valid results in cross-cultural content analysis research. The importance of understanding the languages and culture, selecting, training and supervising coders in a consistent manner and the practical value of back-translation process in cross-cultural research in achieving reliable and valid research results are emphasized. Specific guidelines for ensuring equivalent research instruments are provided.

Citation

Miracle, G.E. and Bang, H.-K. (2002), "Achieving reliable and valid cross-cultural research results in content analysis", Taylor, C.R. (Ed.) New Directions in International Advertising Research (Advances in International Marketing, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 9-23. https://doi.org/10.1016/S1474-7979(02)12017-5