In international marketing research, it is critical to establish the equivalence of scales and measures used to obtain data from different countries.

Question

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Establishing the equivalence of scales and measures used in international marketing research is crucial to ensure that the data collected from different countries is comparable and accurate. Failure to do so may result in biased, unreliable, and invalid research findings, which can affect business decisions and outcomes.

In International Marketing Research, It Is Critical to Establish the Equivalence