The factor congruency technique is introduced as a tool for cross‐cultural or comparative research efforts, where similarities and differences in the responses of subjects from different samples are investigated. A comparative study of store selection criteria of US and Turkish consumers is employed to demonstrate the use of the technique.
Tamer Cavusgil, S., Yavas, U. and Elvey, L. (1991), "Stability of Store Selection Criteria: A Multinational Study", Marketing Intelligence & Planning, Vol. 9 No. 2, pp. 23-28. https://doi.org/10.1108/02634509110006120Download as .RIS
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