Screen LibraryMeasurement and research methods in international marketing
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| Group Author: | ; ; |
|---|---|
| Published: |
Emerald,
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| Publisher Address: | Bingley, UK |
| Publication Dates: | 2011. |
| Literature type: | Book |
| Language: | English |
| Series: |
Advances in international marketing ; v. 22 |
| Subjects: | |
| Carrier Form: | xi, 239 p.: ill. ; 24 cm. |
| ISBN: |
9781780520940 1780520948 |
| Index Number: | F746 |
| CLC: | F746.12-3 |
| Call Number: | F746.12-3/M484 |
| Contents: |
Includes bibliographical references. Introduction: Measurement and research methods in international marketing -- Using formative measures in international marketing models : a cautionary tale using consumer animosity as an example -- Difference scores, analysis levels, and the (mis)interpretation of cultural distance -- The role of response formats on extreme response style : a case of Likert-type vs. semantic differential scales -- A multicountry advertising research framework : lessons learned from testing global consumer culture positioning -- Stochastic frontier estimation in international marketing research : exploring untapped opportunities -- Marketing accountability : applying data envelopment analysis to assess the impact of advertising efficiency on shareholder value -- The state of methdological practice in international marketing research -- Assessing heterogeneity in customer satisfaction studies : across industry similarities and within industry differences -- Multigroup analysis in partial least squares (PLS) path modeling : alternative methods and empirical results -- Introduction to section II: Regular articles -- Consumer complicity across emerging markets. |