IMR is more complicated because of the necessity to ensure construct, measurement, sampling, and analysis equivalence before any cross‐cultural study is conducted.

Question

Quizplus · Accepted Answer

IMR (intercultural marketing research) requires careful attention to cultural differences to ensure reliability and validity of findings, making it more complex than conducting research within a single cultural context. Equivalence in construct, measurement, sampling, and analysis must be established to minimize potential bias and improve the generalizability of results.

IMR Is More Complicated Because of the Necessity to Ensure