search query: @author Verbeke, W. / total: 15
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| Author: | Herche, J. Swenson, M. J. Verbeke, W. |
| Title: | Personal selling constructs and measures: Emic versus etic approaches to cross-national research |
| Journal: | European Journal of Marketing
1996 : VOL. 30:7, p. 83-97 |
| Index terms: | RESEARCH MEASUREMENT USA NETHERLANDS |
| Language: | eng |
| Abstract: | It is argued that salesforce research has typically been conducted in the USA, and that US researchers have developed the theories, designed the research, and interpreted the results. It is noted that the majority of subjects and respondents in studies designed to test the US theories have been sales personnel in the USA. The article assesses the appropriateness of administering personal selling measures to sales personnel outside the country / culture where the measures were developed. Two paradigms of measurement transport are investigated: emic (culture specific) and etic (global). Psychometric properties are also evaluated. |
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