Abstract
Cultural diversity can impede the standardization of marketing programs and increase the complexity of marketing research efforts (see Assael, 1992; Cateora, 1996; Douglas and Craig, 1992). In the context of marketing research, the cross-cultural comparability of research results is a particularly thorny topic which is frequently ignored by researchers. Yet, neglecting cross-cultural comparability issues may render marketing research input for international marketing decisions meaningless (Manrai and Manrai, 1996).
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Salzberger, T., Sinkovics, R., Holzmüller, H. (2015). Problems of Equivalence in Cross-Cultural Marketing Research. In: Wilson, E., Hair, Jr., J. (eds) Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13141-2_36
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DOI: https://doi.org/10.1007/978-3-319-13141-2_36
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