Measurement and Research Methods in International Marketing

ISBN: 9781780520940 出版年：2011 页码：200 Marko Sarstedt Manfred Schwaiger Charles R Taylor Shaoming Zou Emerald Publishing Limited

Addresses issues pertaining to measurement and research methodology in an international marketing context. This title also addresses a range of subjects including response-bias in cross-cultural research, problems with cultural distance measures, and construct specification. It focuses on the development and application of novel research methods.