1. A Critical Review of Cross-Cultural Issues in Marketing Rese
"There is evidence that insufficient attention is given not only to non-sampling errors and other problems that can exist in improperly conducted multicultural studies, but also to the appropriateness of consumer research measures that have not been tested in multicultural contexts." ... There are many types of methodological considerations for the reliability of data, which include functional, conceptual and instrument equivalence. ...
- Word Count: 2515
- Approx Pages: 10
- Grade Level: Undergraduate