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Excerpt from A Cross National Comparison of the Reliability of Selected Measurements From Consumer Surveys Multinational firms are often confronted with the need to carry out comparable marketing surveys with respondents located in several different countries. The predominant concern in such investigations is, of course, with cross-national comparisons. Whether a cross-national study concludes that markets are similar or different has far-reaching policy implica tions. The discovery of country-by-country differences provides a basis for developing separate localized marketing strategies, while the absence of such differences bolsters the case for standardized marketing programs (buzzell, l968). About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.

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