If, for example, in many countries, the number of brands available in a given product category is limited and, in other countries the dominant brands have become generic labels symbolizing the entire product category, the researcher might have a problem with ________.

Question

Quizplus · Accepted Answer

Construct equivalence refers to the similarity of the meaning and concept of a construct across cultures or languages. In this scenario, the limited number of brands in some countries and the dominance of certain brands becoming generic labels may affect the understanding and perception of the product category, which can create differences in the construct's meaning and interpretation across cultures. Therefore, the researcher may have a problem with construct equivalence.

If, for Example, in Many Countries, the Number of Brands