Towards Improving Cross-Cultural Research:

An increasing number of research studies are done in cross-cultural settings. However, most of these domestic research extensions to other countries have failed to improve the method of inquiry in cross-cultural research. This paper addresses some of the methodological inadequacies in cross-cultural research by examining and extending Churchill's (1979) research paradigm. The proposed framework unifies the different methodological considerations U.S. researchers have developed and applied to other countries.