Problems of Equivalence in Cross-Cultural Marketing Research View Full Text


Ontology type: schema:Chapter     


Chapter Info

DATE

2015

AUTHORS

Thomas Salzberger , Rudolf Sinkovics , Hartmut Holzmüller

ABSTRACT

Cultural diversity can impede the standardization of marketing programs and increase the complexity of marketing research efforts (see Assael, 1992; Cateora, 1996; Douglas and Craig, 1992). In the context of marketing research, the cross-cultural comparability of research results is a particularly thorny topic which is frequently ignored by researchers. Yet, neglecting cross-cultural comparability issues may render marketing research input for international marketing decisions meaningless (Manrai and Manrai, 1996). More... »

PAGES

74-78

Book

TITLE

Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference

ISBN

978-3-319-13140-5
978-3-319-13141-2

Identifiers

URI

http://scigraph.springernature.com/pub.10.1007/978-3-319-13141-2_36

DOI

http://dx.doi.org/10.1007/978-3-319-13141-2_36

DIMENSIONS

https://app.dimensions.ai/details/publication/pub.1053351290


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