Description
Book SynopsisPublishing cross-national research is often a difficult endeavour as ensuring equivalence of method and measures can be challenging. Even though the importance of sound data and valid measures has long been an acknowledged, it is often problematic to follow required quality standards in concrete research situations. Against this background, this volume addresses issues pertaining to measurement and research methodology in an international marketing context. Written by a group of internationally renowned scholars, the papers address a broad range of subjects including response-bias in cross-cultural research, problems with cultural distance measures, and construct specification. Others focus on the development and application of novel research methods, for example in the context of marketing efficiency measurement or international market segmentation. Collectively, the papers in this volume substantially further marketing knowledge and provide fruitful avenues for future research. As such, this volume is an invaluable asset to researchers, students and practitioners in this particular field.
Table of ContentsList of Contributors. 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 Methodological 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. Measurement and Research Methods in International Marketing. Advances in international marketing. Advances in international marketing. Copyright page.
