A Cross-National Perspective on Recruitment Marketing
4 DEVELOPMENT OF THE RESEARCH MODEL - 133
133 DEVELOPMENT OF THE RESEARCH MODEL 134 DE VE LO PM EN T O F T HE RE SE AR CH M OD EL Cross-cultural research […] brings with it a host of complex methodological issues that re- searchers must address. […] By far the most important concept that researchers need to be aware of when conducting cross-cultural research is equivalence, which we define as a state or condition of similarity in conceptual meaning and empirical method between cultures that allows comparisons to be meaningful. Equivalence needs to be established as much as possi- ble for all aspects of research, including sampling methods and characteristics, language, data- collection procedures, theoretical framework, and meaningfulness and relevance of hypothe- ses (Matsumoto/Hee Yoo 2006: 243). After having carefully assessed the theoretical bases in the previous chap- ters, the author has chosen to evaluate the importance of the 19 EB at- tributes65 (see chapter 2.4) that are important for Gen Yers by performing a cross-sectional study66. The number of attributes defines the number of hypotheses to be tested in the empirical part of the research, whereas the author’s reflections (i.e. 19 hypotheses67) will be tested at three levels of reasoning. First, the author assumes that Generation Y attitudes influence the importance of certain EB attributes that an ideal employer and an ideal future job should possess. Second, the author alleges that nationality influences the importance of certain EB attributes that an ideal employer 65 Undoubtedly, many more attributes make up a holistic employer brand. However, it...
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