Research Handbooks in Business and Management series
Edited by Shintaro Okazaki
Chapter 11: Sampling in International Advertising Research
Louisa Ha IMPORTANCE AND CHALLENGES OF SAMPLING TO INTERNATIONAL ADVERTISING RESEARCH International advertising is a field that focuses on finding the differences or similarities in advertising across different nations and how advertising from one country affects the other. In the process of finding examples or collecting data, a key issue is sampling. The topic of sampling is seldom discussed in the international advertising literature, but it is a crucial issue that determines the validity of the study and whether it can be generalizable to the populations under study. International advertising sampling typically has three levels. First is the selection of country to be studied. Second is the type of subjects to be studied such as consumers, advertisers or media advertising content. Third is the time period of the study. In this chapter, I will first explain why it is particularly important for international advertising researchers to pay special attention to sampling in international advertising studies and the problems of sampling in current international advertising research, and then I will show the various applications of different sampling methods in international advertising. I will conclude with some suggestions that can improve sampling in the field of international advertising research. The term “international advertising” is about advertising in different nations and between nations. But what constitutes a nation? Is it a country with national borders, a race or ethnicity, or is it a culture? This is a unit of analysis issue. Most “international advertising” studies use “country” as the unit to represent a...
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