Journal of International Business Studies

, Volume 37, Issue 4, pp 469–483

Examining the cross-national applicability of multi-item, multi-dimensional measures using generalizability theory


    • College of Business Administration, Marquette University
  • R G Netemeyer
    • McIntire School of Commerce, University of Virginia
  • J C Andrews
    • Department Of Marketing, Marquette University
  • S Lysonski
    • Department Of Marketing, Marquette University

DOI: 10.1057/palgrave.jibs.8400210

Cite this article as:
Durvasula, S., Netemeyer, R., Andrews, J. et al. J Int Bus Stud (2006) 37: 469. doi:10.1057/palgrave.jibs.8400210


Establishing the applicability of multi-item measures is important for making valid inferences when testing theories cross-nationally. Typically, researchers have relied upon the tenets of classical measurement theory (CT) using confirmatory factor model invariance testing to conclude that a unidimensional measure is applicable across countries. However, two important issues remain unresolved via CT techniques: (1) if the measure is found not to be invariant, CT tells us little as to why the measure varies across countries; and (2) if the measure is multi-dimensional, what factors affect its cross-national applicability? Our research seeks to address these issues and the cross-national measurement applicability of multi-dimensional scales via generalizability theory (GT). In this paper, we use a cross-national data set and simulated data sets to demonstrate the usefulness of GT to cross-national multi-dimensional measurement.


measurementcross-culturalscale validationgeneralizability theory

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© Academy of International Business 2006