haku: @indexterm international marketing / yhteensä: 640
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| Tekijä: | Herk, H. van Poortinga, Y.H. Verhallen, T.M.M. |
| Otsikko: | Equivalence of survey data: relevance for international marketing |
| Lehti: | European Journal of Marketing
2005 : VOL. 39:3-4, p.351-364 |
| Asiasana: | Bias International Marketing Marketing Market Research |
| Kieli: | eng |
| Tiivistelmä: | This article presents a framework for establishing equivalence of international marketing data. The framework is meant to reduce confusion about equivalence issues, and guide the design of international studies and data analysis. This case study can help marketing managers to establish the extent to which consumer perceptions can be considered equal across countries. Moreover, it helps researchers to specify causes of unequivalence and relate these to concrete stages in the research process. |
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