Rudolf R. Sinkovics, Thomas Salzberger's International Marketing PDF

By Rudolf R. Sinkovics, Thomas Salzberger

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The present study differs from previous research in two significant ways. , 1999; Singh, 2004) and address their empirical application. Rather than advocating a particular approach a priori, we attempt to compare approaches empirically. The multigroup CFA approach has been widely used in marketing and international business (Steenkamp and Baumgartner, 1998) and is considered the state-of-the-art methodology in international research. The alternative measurement approach based on Rasch (1980) is still largely underutilized, however, the methodology builds upon a more fundamental definition of measurement.

Meaningful comparisons are possible only if data are derived from equivalent constructs and associated measures. , 1981; van de Vijer and Leung, 1997) in order to avoid misinterpretation of results and fallacious conclusions for managerial decision making. On the one hand, advancements in statistical and computational methodologies and procedures (Tabachnick and Fidell, 2001) have helped solve methodological problems. On the other hand, applied researchers and practitioners are faced with an accumulation of competing frameworks and methods for analysing cross-national datasets (van de Vijer and Leung, 1997).

Drinking wine gives me pleasure Search Behavior (scale: strongly disagree to strongly agree) 11. Consult the restaurant menu recommendations 12. Consult with store personnel 13. ” Details of this wine choice survey are available upon request from the first author About the authors Rosanna Garcia is the Assistant Professor of marketing at Northeastern University, Boston, MA. She received her PhD in Marketing from Michigan State University. Her research interests are in new product development and complex systems.

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International Marketing by Rudolf R. Sinkovics, Thomas Salzberger


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