Abstract
Cross-cultural research presents unique challenges due to language and cultural differences. Based on a large-scale research project involving television advertisements from Japan, Korea, and the U.S., the article identifies a number of problems encountered in developing equivalent research instruments in, and discusses ways to achieve reliable and valid results in cross-cultural content analysis research. The importance of understanding the languages and culture, selecting, training and supervising coders in a consistent manner and the practical value of back-translation process in cross-cultural research in achieving reliable and valid research results are emphasized. Specific guidelines for ensuring equivalent research instruments are provided.
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