When Developing Scales for International Research, the Researcher Must Pay

question 97

Multiple Choice

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.

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Definitions:

Warmth and Affection

Expressions of love, care, and kindness that contribute to building and maintaining strong interpersonal relationships.

Penis Envy

In psychoanalytic theory, a supposed envy that females feel towards males, theorized by Freud to stem from the realization that they do not have a penis, leading to feelings of inferiority.

Superego

The part of the human psyche in Freudian psychoanalysis that acts as a self-critical conscience, reflecting social standards learned from parents and teachers.

Free Association

A psychoanalytic technique where the patient is encouraged to relay thoughts and feelings without censorship as they come to mind, leading to insights into unconscious processes.