Problems of Equivalence in Cross-Cultural Marketing Research

Salzberger, Thomas; Sinkovics, Rudolf; Holzmüller, Hartmut

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).

Citation

Salzberger, T., Sinkovics, R., & Holzmüller, H. (2015). Problems of Equivalence in Cross-Cultural Marketing Research. In E. J. Wilson, & J. F. Hair Jr. (Eds.), Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (74–78). Springer. https://doi.org/10.1007/978-3-319-13141-2_36

• Acceptance Date: Jan 1, 2015
• Online Publication Date: Dec 13, 2014
• Publication Date: 2015
• Deposit Date: Jan 8, 2025
• Publisher: Springer
• Peer Reviewed: Peer Reviewed
• Pages: 74–78
• Book Title: Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference
• ISBN: 9783319131412
• DOI: https://doi.org/10.1007/978-3-319-13141-2_36
• Keywords: Equivalence, Rasch, Latent Trait Methodology
• Public URL: https://durham-repository.worktribe.com/output/2799104
• Publisher URL: https://doi.org/10.1007/978-3-319-13141-2_36