van Herk, Hester; Poortinga, Ype H.; Verhallen, Theo M.M. - In: European Journal of Marketing 39 (2005) 3/4, pp. 351-364
Purpose – The paper presents a framework for establishing equivalence of international marketing data. The framework is meant to reduce confusion about equivalence issues, and guide the design of international studies and data analysis. Design/methodology/approach – A short overview is given...