Measurement and research methods in international marketing

• Other Authors: Sarstedt, Marko, Schwaiger, Manfred, 1963-, Taylor, Charles R., 1961-
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald, 2011.
• Series: Advances in international marketing ; v. 22.
• Subjects: Business & Economics > Marketing > Research.; Business & Economics > Marketing > General.; Sales & marketing.; International business.; Export marketing.; Marketing research.

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...