When developing a survey instrument for a cross-country study, market researchers often need to construct a scale

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When developing a survey instrument for a cross-country study, market researchers often need to construct a scale (e. g., a 7-point disagree/agree scale). What are the major items that one should be concerned about when building such scales?

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Global Marketing management

ISBN: 978-0470505748

5th edition

Authors: Masaaki Kotabe, Kristiaan Helsen

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Question Posted: Apr 26, 2016 09:50 AM

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When developing a survey instrument for a cross-country study, market researchers often need to construct a scale

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Global Marketing management

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