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An increasing interdependence among international companies and emerging economies has led to an unprecedented surge in international trade and investment activities, forcing both managers and researchers to seek information and make sense of cross-country data. However, undertaking international research based on multi-country surveys, especially in emerging economies, has long been acknowledged as a difficult task (Przeworski and Teune, 1966; Sekaran, 1983; Nasif et al., 1991; Cavusgil and Das, 1997; Berry, 1999). While workable solutions have been offered in areas such as questionnaire development and data analysis techniques (Jobber and Saunders 1988; Jobber et al., 1991; Harzing, 1997; Brock, 2003; Reynolds et al., 2003; Chidlow et al., 2014), achieving equivalence in data collection procedures and methods still remains to be resolved (Kjeldgaard et al., 2006; Yaprak, 2006; Hult et al., 2008, Piekkari et al., 2009). Data collection procedure equivalence, including comparability with regard to research instrument equivalence (e.g. face-to-face interviews, mail surveys, etc.), and sampling coverage and survey administration procedures (Craig and Douglas, 2000; Hult et al., 2008; Chidlow et al., 2015), if not achieved, threaten the main purpose of conducting research in the context of emerging economies. As postal surveys still dominate other methods of cross-country data gathering (Adler, 1983; Peng et al., 1991; Yang et al., 2006; Chidlow et al., 2015), the aim of this chapter is to investigate ‘if’ and ‘how’ scholars report postal survey administration procedures, and whether or not an equivalence of data collection procedures can be established in emerging economy market research. In line with other researchers (e.g. Sekaren, 1983; Nasif et al., 1991; Hult et al., 2008) it is our belief that establishing this is an important step towards achieving overall comparability and equivalence in cross-national research. Moreover, there is a great need to go deeper into the data collection method equivalence issue to see whether the data collection procedures proposed by scholars (e.g. Dillman, 1978 and 1999; Ghauri and Gronhaug, 2010) are followed in cross-national research or not. This is because the equivalence in data collection procedure is the key to achieving equivalence in collected data.

Data collection procedure equivalence in emerging economy market research