Abstract
Verbal scales are intrinsic to attitude measurement. One approach is to employ agreement–disagreement scales. However, when inter-country comparisons will be made, it cannot be presumed that results will be directly comparable. Different verbal usages often prevail, even where the language is the same. Variations in the patterns of response across cultures and languages are non-systemic, the consequence of which is that single overall country adjustments should not be used. Focusing on meaningful measurement can yield scales that provide real comparability.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
2 articles.
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