When developing scales for international research,the researcher must pay special attention to details that can make the measurement instrument specific to the country in which the instrument will be used.Which of the following should be of concern to the marketing researcher when developing scales for international research?
A) It is critical to establish the equivalence of scales and measures used to obtain data from different countries.
B) Scale endpoints and the verbal descriptors should be employed in a manner that is consistent with the culture.
C) Special attention should be devoted to determining equivalent verbal descriptors in different languages and cultures.
D) All of the above are correct.

Question

Quizplus · Accepted Answer

All of the options listed should be of concern to a marketing researcher when developing scales for international research. It is crucial to establish equivalence between scales and measures used in different countries. The scale endpoints and verbal descriptors used should be consistent with the culture in question. Finally, equivalent verbal descriptors must be determined across different languages and cultures to guarantee that the data obtained is consistent and reliable.

When Developing Scales for International Research,the Researcher Must Pay Special