Through an international application of the Greenleaf ERS measure, the author finds that significant differences in the proportional use of the extreme categories can be found between culture. Evidence is provided for the use of 5 to 7-point response formats for cross-cultural research. Implications for cross-cultural research are discussed.
CITATION STYLE
Clarke, I. (2015). Cross-Cultural Marketing Methodology: An Empirical Investigation of Extreme Response Style. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 413–417). Springer Nature. https://doi.org/10.1007/978-3-319-17356-6_130
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