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...
| Άλλοι συγγραφείς: | , , |
|---|---|
| Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
| Γλώσσα: | English |
| Έκδοση: |
Bingley, U.K. :
Emerald,
2011.
|
| Σειρά: | Advances in international marketing ;
v. 22. |
| Θέματα: | |
| Διαθέσιμο Online: | Full Text via HEAL-Link |
Πίνακας περιεχομένων:
- Introduction : measurement and research methods in international marketing / Marko Sarstedt, Manfred Schwaiger, Charles R. Taylor
- Using formative measures in international marketing models : a cautionary tale using consumer animosity as an example / Adamantios Diamantopoulos, Petra Riefler
- Difference scores, analysis levels, and the (mis)interpretation of cultural distance / George R. Franke, John S. Hill, Jase Ramsey, R. Glenn Richey
- The role of response formats on extreme response style : a case of Likert-type vs. semantic differential scales / Joseph F. Rocereto, Marina Puzakova, Rolph E. Anderson, Hyokjin Kwak
- A multicountry advertising research framework : lessons learned from testing global consumer culture positioning / Shintaro Okazaki, Barbara Mueller, Sandra Diehl
- Stochastic frontier estimation in international marketing research : exploring untapped opportunities / Matthew E. Sarkees, Ryan Luchs
- Marketing accountability : applying data envelopment analysis to assess the impact of advertising efficiency on shareholder value / Sascha Raithel, Sebastian Scharf, Charles R. Taylor, Manfred Schwaiger, Lorenz Zimmermann
- The state of methodological practice in international marketing research / Charles R. Taylor, C. Luke Bowen, Hae-Kyong Bang
- Assessing heterogeneity in customer satisfaction studies : across industry similarities and within industry differences / Edward E. Rigdon, Christian M. Ringle, Marko Sarstedt, Siegfried P. Gudergan
- Multigroup analysis in partial least squares (PLS) path modeling : alternative methods and empirical results / Marko Sarstedt, Jörg Henseler, Christian M. Ringle
- Introduction to section II : regular articles / Shaoming Zou
- Consumer complicity across emerging markets / Peggy E. Chaudhry, Ronald Paul Hill, Stephen A. Stumpf, Goksel Yalcinkaya.
