- Author
- Karcz Kornelia
- Title
- Ekwiwalencja pomiaru w międzykulturowych badaniach marketingowych
Measurement Equivalence in Cross-Cultural Marketing Research - Source
- Prace Naukowe Akademii Ekonomicznej we Wrocławiu, 2003, nr 1004, s. 479-487, bibliogr. 10 poz.
- Issue title
- Badania marketingowe : metody, tendencje, zastosowania
- Keyword
- Badania marketingowe, Różnice kulturowe, Marketing międzynarodowy, Językoznawstwo
Marketing research, Cultural differences, International marketing, Linguistics - Note
- summ.
- Abstract
- Artykuł koncentruje się na problematyce ekwiwalencji pomiaru w badaniach marketingowych w wielokulturowym środowisku. Pomiar ekwiwalencji składa się z ekwiwalencji kalibracji (tzn. zapewnienia pomiaru wyrażonego w tych samych jednostkach), ekwiwalencji metrycznej, w odniesieniu do skal pomiarowych werbalnych i ekwiwalencji tłumaczenia ( tj. zapewnienia możliwie wiernego tłumaczenia skal pomiarowych wykorzystywanych w narzędziach badawczych).
The paper is focused on a problem of the measurement equivalence in marketing research in multicultural environment. Measurement equivalence consists of calibration equivalence (which examines whether the units of measurements are the same in different cultures), metric equivalence (which examines whether the properties of verbal scales exhibit the same distances) and translation equivalence (which refers to the adequate translation of the measurement instruments). The most common translation techniques (back translation, parallel translation and decentering translation) have been compared and the set of guidelines for proper translation has been proposed to solve the problems of non-equivalence. (original abstract) - Accessibility
- The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics - Bibliography
-
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- Sechrest L., Zaidi T.F, Zaidi S.M., Problems of Translation in Cross-Cultural Research, „Journal of Cross-Cultural Psychology" 1972 nr l vol. 3.
- , Sood J.H., Equivalent Measurement in International Marketing research: is it Really a Problem?, „Journal International Consumer Marketing” 1990 nr2 vol. 2.
- Usunier J.-C., International and Cross-cultural Management Research, Sage Publications, Londyn 1998.
- Cited by
- ISSN
- 0324-8445
- Language
- pol
