A Cross National Comparison of the Reliability of Selected Measurements From Consumer Surveys (Classic Reprint) - Softcover
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Excerpt from A Cross National Comparison of the Reliability of Selected Measurements From Consumer Surveys
Multinational firms are often confronted with the need to carry out comparable marketing surveys with respondents located in several different countries. The predominant concern in such investigations is, of course, with cross-national comparisons. Whether a cross-national study concludes that markets are similar or different has far-reaching policy implica tions. The discovery of country-by-country differences provides a basis for developing separate localized marketing strategies, while the absence of such differences bolsters the case for standardized marketing programs (buzzell, l968).
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Paperback. Zustand: New. Print on Demand. This book explores the extent to which linguistic and conceptual equivalence in survey instruments affects the reliability of the findings of comparative cross-national marketing surveys. The author reports on the results of research conducted in three French-speaking countries and two English-speaking countries. The analysis examines the reliability of various demographic and behavioral variables in consumer surveys. The author finds that demographic characteristics have a higher degree of reliability than soft variables such as task/decision involvement and life style/psychographic factors. The book also examines the extent to which life style/psychographic variables exhibit consistency across language groups and sample sizes. The book identifies the specific sources of measurement error and suggests methods for correcting for the errors. The author concludes by emphasizing the need for researchers to include detailed reliability assessments in the reporting of multinational consumer research findings. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book. print-on-demand item. Bestandsnummer des Verkäufers 9781334539336_0
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A Cross National Comparison of the Reliability of Selected Measurements From Consumer Surveys Classic Reprint
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PAP. Zustand: New. New Book. Shipped from UK. Established seller since 2000. Bestandsnummer des Verkäufers LW-9781334539336
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A Cross National Comparison of the Reliability of Selected Measurements From Consumer Surveys Classic Reprint
Anbieter: PBShop.store UK, Fairford, GLOS, Vereinigtes Königreich
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PAP. Zustand: New. New Book. Shipped from UK. Established seller since 2000. Bestandsnummer des Verkäufers LW-9781334539336
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