Consumer research conducted in the United States indicates that many consumers consider the country of origin when purchasing products, and consumers tend to prefer products that are made in the U.S.A. To determine if consumers in other countries are partial to their own country's products, what must be done before the empirical findings from the research conducted among U.S. consumers also exist and behave similarly in another culture?

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For the empirical findings from the research conducted among U.S. consumers to be applicable in another culture, cultural cross-validation must be done. This is because cultural differences can affect consumer preferences and behaviors, and therefore, research findings cannot be generalized to other cultures without first verifying their relevance through culturally sensitive research methods. Reliability assessment, benefit/cost analysis, and cultural-monitoring research are all important aspects of research but are not directly relevant to verifying the generalizability of research findings to other cultures.

Consumer Research Conducted in the United States Indicates That Many