Research Methodology and Data Basis

In order to test the proposed hypotheses and allow for representative conclusions regarding international employer branding strategies, as many countries as possible had to be involved in this project. The large amount of resources necessary to obtain such a large-scale data set and the crucial importance of involving local researchers in the research process of a multinational study (Craig & Douglas, 2000; Cavusgil, 1998) would not have allowed the author to carry out the data collection herself. Since scientific research on international employer branding and employer attractiveness hardly exists to date, the only access to large-scale data sets from several countries is through commercial research institutes.