Volume 22. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,600grams, ISBN:9781780520940.

Bestandsnummer des Verk�ufers 9970283

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Bibliografische Details

Titel

Measurement and Research Methods in International Marketing (Volume 22)

Verlag

Emerald Group Publishing Limited

Erscheinungsjahr

2011

Sprache

Englisch

ISBN-10

1780520948

ISBN-13

9781780520940

Einband

Hardcover

Zustand

Good

Verk�uferkataloge

Business

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Inhaltsangabe

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 research situations. Against this background, this volume addresses issues pertaining to measurement and research methodology in an international marketing context. Written by a group of internationally renowned scholars, the papers address a broad range of subjects including response-bias in cross-cultural research, problems with cultural distance measures, and construct specification. Others focus on the development and application of novel research methods, for example in the context of marketing efficiency measurement or international market segmentation. Collectively, the papers in this volume substantially further marketing knowledge and provide fruitful avenues for future research. As such, this volume is an invaluable asset to researchers, students and practitioners in this particular field.

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