Abstract
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.
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References
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Clarke, I. (2015). Cross-Cultural Marketing Methodology: An Empirical Investigation of Extreme Response Style. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_130
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DOI: https://doi.org/10.1007/978-3-319-17356-6_130
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
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