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The Marketing Group of King's Business School organises bi-weekly research seminars in marketing, social media and advertising. These seminars take place in Bush House on the Strand, on Wednesdays.

This week we welcome John Ford (Old Dominion University).

Abstract: “Methodological Mistakes in Cross-Cultural Advertising and Business Studies”

"There have been serious questions raised about the lack of quality controls in Cross-Cultural Advertising Research since the study by Samiee and Jeong (1994, JAMS).  As a journal editor and editorial review board member for many marketing and advertising journals, I see many manuscripts which come across my desk with mistakes being made which raise serious  questions about the studies involved and the supposed conclusions that can be drawn from potentially confounded data. There are a number of areas which are loaded with examples of mistakes which must be carefully addressed for manuscripts to have a chance for publication at high-quality publications. 

Coverage includes 1) country choice for comparison, 2) national culture as a foundation, 3) opportunistic vs. strategic country choices, 4) sample selection and justification, 5) qualitative research protocols, 6) scale adaptation vs. adoption, 7) Etic vs. Emic modeling, and 9) questionnaire design.  Each is discussed in detail and suggestions are made for needed corrective actions."

Event details

S3.01
Bush House
Strand campus, 30 Aldwych, London, WC2B 4BG