When Developing Scales for International Research, the Researcher Must Pay

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) Scale endpoints and the verbal descriptors should be employed in a manner that is consistent with the culture.
B) Special attention should be devoted to determining equivalent verbal descriptors in different languages and cultures.
C) It is critical to establish the equivalence of scales and measures used to obtain data from different countries.
D) All of the above are correct.