Measurement and Research Methods in International Marketing
- ISBN-10
- 1780520948
- ISBN-13
- 9781780520940
- Category
- Business & Economics
- Pages
- 252
- Language
- English
- Published
- 2011-08-23
- Publisher
- Emerald Group Publishing
- Authors
- Marko Sarstedt, Charles R. Taylor, Manfred Schwaiger
Description
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.
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