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Keywords: Surveys
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Journal Articles
The cross‐cultural appropriateness of survey‐based value(s) research: A review of methodological issues and suggestion of alternative methodology
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Journal:
International Marketing Review
International Marketing Review (2010) 27 (6): 694–716.
Published: 02 November 2010
...Leah Watkins Purpose Cross‐cultural research in marketing has been dominated by survey‐based quantitative approaches; however, the assumption of prior validity required for the adoption of the survey approach to values in cross‐cultural research has yet to be established. This paper aims to review...
