Measurement and research methods in international marketing

• Other Authors: Sarstedt, Marko, Schwaiger, Manfred, 1963-, Taylor, Charles R., 1961-
• Format: eBook
• Language: English
• Published: Bingley, U.K. : Emerald, 2011.
• Series: Advances in international marketing ; v. 22.
• Subjects: Export marketing.; Marketing research.; elektronické knihy; electronic books

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...