When developing scales for international research,the researcher must pay special attention to details that can make the measurement instrument specific to the country in which the instrument will be used.Which of the following should be of concern to the marketing researcher when developing scales for international research?
A)Special attention should be devoted to determining equivalent verbal descriptors in different languages and cultures.
B)Scale endpoints and the verbal descriptors should be employed in a manner that is consistent with the culture.
C)It is critical to establish the equivalence of scales and measures used to obtain data from different countries.
D)All of the above are correct.

Question

Quizplus · Accepted Answer

All of the options listed are correct and should be given special attention when developing scales for international research. It is important to determine equivalent verbal descriptors in different languages and cultures to ensure that the meaning of the scales is consistent across all countries. Scale endpoints and verbal descriptors should be employed in a manner that is consistent with the culture in which it will be used. Finally, establishing the equivalence of scales and measures used to obtain data from different countries is critical in order to ensure that the data collected is valid and reliable across all countries.

When Developing Scales for International Research,the Researcher Must Pay Special