TY  - CHAP
AB  - “Garbage in, garbage out” is a common expression that academics and practitioners use to emphasize that empirical analysis is only as good as the basis on which it relies. Although the importance of sound data and valid measures has long been acknowledged, it is nevertheless often problematic to follow required quality standards in concrete research situations. Potential sources of error are usually unknown, methods to ensure data quality are unavailable, and existing methods for scale development, index construction, data collection, and data analysis are insufficient or erroneously applied. This is especially true of international marketing research, which often makes great demands on the data and measures used, as well as on the research methodology applied. Against this background, this volume addresses issues pertaining to measurement and research methodology in an international marketing context. Thanks to the efforts of authors and reviewers, we are pleased to present nine articles that deal with cutting-edge topics such as formative measurement, response-bias in cross-cultural research, marketing efficiency measurement, and segmentation methods.
VL  - 22
SN  - 978-1-78052-095-7, 978-1-78052-094-0/1474-7979
DO  - 10.1108/S1474-7979(2011)0000022003
UR  - https://doi.org/10.1108/S1474-7979(2011)0000022003
AU  - Sarstedt Marko
AU  - Schwaiger Manfred
AU  - Taylor Charles R.
ED  - Marko Sarstedt
ED  - Manfred Schwaiger
ED  - Charles R. Taylor
PY  - 2011
Y1  - 2011/01/01
TI  - Introduction: Measurement and Research Methods in International Marketing
T2  - Measurement and Research Methods in International Marketing
T3  - Advances in International Marketing
PB  - Emerald Group Publishing Limited
SP  - 3
EP  - 7
Y2  - 2024/04/19
ER  -