Originality/value of the chapter – The unobserved heterogeneity revealed within industries in a given country (i.e., the United States of America) underlines the need to be open to differences within populations, beyond the observed heterogeneity across distinct groups or cultures, and the need to reconsider reporting requirements in academic research.
Rigdon, E., Ringle, C., Sarstedt, M. and Gudergan, S. (2011), "Assessing Heterogeneity in Customer Satisfaction Studies: Across Industry Similarities and within Industry Differences", Sarstedt, M., Schwaiger, M. and Taylor, C. (Ed.) Measurement and Research Methods in International Marketing (Advances in International Marketing, Vol. 22), Emerald Group Publishing Limited, Bingley, pp. 169-194. https://doi.org/10.1108/S1474-7979(2011)0000022011Download as .RIS
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