MEASUREMENT PROBLEMS IN CROSS-NATIONAL CONSUMER RESEARCH: THE STATE-OF-THE-ART AND FUTURE RESEARCH DIRECTIONS

@inproceedings{Yaprak2002MEASUREMENTPI,
  title={MEASUREMENT PROBLEMS IN CROSS-NATIONAL CONSUMER RESEARCH: THE STATE-OF-THE-ART AND FUTURE RESEARCH DIRECTIONS},
  author={Attila Yaprak},
  year={2002}
}
Introduction Comparative study of behavior across cultures has become a fascinating scholarly pursuit in the social sciences. Along this journey, researchers have come across a wide variety of problems they have had to contend with in drawing meaning to their comparisons. For example, they have had to cope with inequalities in the meanings of phenomena across cultural groups, the sometimes inappropriateness of the measurement instruments used across cultures, difficulties in generalizing… CONTINUE READING

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