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

This is an example of lack of construct equivalence, which occurs when the theoretical construct being measured is not identical across cultures. In this case, the meaning and importance of brands within a product category may differ across countries, leading to different responses from participants in each country. Operational, scalar, and linguistic equivalence are not directly relevant to this issue.

If,for Example,in Many Countries,the Number of Brands Available in a Given