Measurement and research methods in international marketing /
Publishing cross-national research is often a difficult endeavour as ensuring equivalence of method and measures can be challenging. Even though the importance of sound data and valid measures has long been an acknowledged, it is often problematic to follow required quality standards in concrete res...
| Други автори: | Sarstedt, Marko., Schwaiger, Manfred., Taylor, Charles R. |
|---|---|
| Формат: | Електронна книга |
| Език: | English |
| Публикувано: |
Bingley, U.K. :
Emerald,
2011.
|
| Издание: | 1st ed. |
| Серия: |
Advances in international marketing ;
v. 22. |
| Предмети: | |
| Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=411459 |
Съдържание:
- Introduction: Measurement and research methods in international marketing
- Using formative measures in international marketing models : a cautionary tale using consumer animosity as an example
- Difference scores, analysis levels, and the (mis)interpretation of cultural distance
- The role of response formats on extreme response style : a case of Likert-type vs. semantic differential scales
- A multicountry advertising research framework : lessons learned from testing global consumer culture positioning
- Stochastic frontier estimation in international marketing research : exploring untapped opportunities
- Marketing accountability : applying data envelopment analysis to assess the impact of advertising efficiency on shareholder value
- The state of methdological practice in international marketing research
- Assessing heterogeneity in customer satisfaction studies : across industry similarities and within industry differences
- Multigroup analysis in partial least squares (PLS) path modeling : alternative methods and empirical results
- Introduction to section II: Regular articles
- Consumer complicity across emerging markets.