1. A Critical Review of Cross-Cultural Issues in Marketing Rese
... 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 pointed out that translation and back translation are not always foolproof and depend on the skills of the translator. He also suggested that using a panel of bilingual readers familiar with the content matter is less costly ... and may be just as good or even better than a pure back translation. Finally he suggested that quantitative analysis such as factor analysis is useful, but care must be taken to ensure that any ...
- Word Count: 2515
- Approx Pages: 10
- Grade Level: Undergraduate