1. A Critical Review of Cross-Cultural Issues in Marketing Rese
... and allows for direct comparisons on the same variables across different nations and cultures. However, there are many difficulties encountered in the development of etic instruments. The problem of "culture-free" analysis is not easy as groups and subdivisions are found within cultures, who themselves develop their own "culture" and prove difficult to overcome. This is only enhanced for a single test that ... be developed cross-culturally. He noted that ethnocentrism is not only common in research design and instrumentation, but also in data collection and data analysis. He also point...
- Word Count: 2515
- Approx Pages: 10
- Grade Level: Undergraduate