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Modeling Consumer Distribution Channel Switching Behavior: The Case of Direct Vs. Traditional Channels Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Cross-Cultural Marketing Methodology: An Empirical Investigation of Extreme Response Style

Author : Irvine Clarke III

Published in: Global Perspectives in Marketing for the 21st Century

Publisher: Springer International Publishing

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Through an international application of the Greenleaf ERS measure, the author finds that significant differences in the proportional use of the extreme categories can be found between culture. Evidence is provided for the use of 5 to 7-point response formats for cross-cultural research. Implications for cross-cultural research are discussed.

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previous chapter An examination of the dyadic relationship between Sports and Sponsors: The Case of the Sydney Olympics
next chapter Cultural Marginality Among Asian Students in the U.S.: An Empirical Assessment
Metadata
Title
Cross-Cultural Marketing Methodology: An Empirical Investigation of Extreme Response Style
Author
Irvine Clarke III
Copyright Year
2015
Book
Global Perspectives in Marketing for the 21st Century

Print ISBN: 978-3-319-17355-9

Electronic ISBN: 978-3-319-17356-6

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-17356-6_130