In cases of international or cross-cultural research we need to take extra care at every stage of the process, and this chapter looks at various aspects of this. Research involving unfamiliar environmental and cultural differences may complicate the understanding of the research problem, and researchers often fail to anticipate the impact of local cultures on the question asked. Consideration also needs to be given to the scope and limits of the problem. In some cultures, a broader scope is necessary to cover the necessary variables. Comparability of data is the main issue in international/cross-cultural research, and it is not possible to use data gathered in one market for another market. This is due not just to the availability and reliability of data but also to the manner in which data are collected and analysed.
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