How should the equivalence of scales and measures be established when the data are to be obtained

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How should the equivalence of scales and measures be established when the data are to be obtained from different countries or cultural units?

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Marketing Research An Applied Orientation

ISBN: 978-0136085430

6th edition

Authors: Naresh K Malhotra

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Question Posted: Mar 03, 2016 02:17 AM

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How should the equivalence of scales and measures be established when the data are to be obtained

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In international marketing research it is critical to establish the equivalence of scales and measures used to obtain data from different countries Th...View the full answer

Marketing Research An Applied Orientation

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