Complexity in the international business environment makes international marketing research more complex because it affects the research process and design. When interpretation of behaviour, or objects, is similar across countries, conceptual equivalence exists.

Question

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Conceptual equivalence refers to the degree to which a particular concept or term used in research has the same meaning in different cultures or countries. When interpretation of behavior or objects is similar across countries, it indicates that conceptual equivalence exists, ensuring that research findings are comparable and meaningful across different international contexts.

Complexity in the International Business Environment Makes International Marketing Research