This chapter discusses three survey response biases that could occur in international marketing research: yea-saying, extreme response
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This chapter discusses three survey response biases that could occur in international marketing research: yea-saying, extreme response bias, and social desirability bias. Describe what these biases mean and suggest possible solutions for each of them.
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Yeasaying is the tendency of respondents to agree with statements regardless of the content People m...View the full answer
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Related Book For
Global Marketing Management
ISBN: 978-1119398332
7th edition
Authors: Masaaki Kotabe, Kristiaan Helsen
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