A Cross–cultural/cross national Study of Influencing Factors and Socially Desirable Response Biases

Deborah Owens, Charles Pettijohn and Bruce D. Keillor

Questionnaires are a frequently employed method of data collection and construct measurement in cross-cultural/cross-national marketing research.
  

A CrossCultural/CrossNational Study of Influencing Factors and Socially Desirable Response Biases

Bruce Keillor,Deborah OwensUniversity of Akron andCharles PettijohnSouthwest Missouri State University

Introduction

In conducting international marketing research, questionnaires are one of the most frequently used methods of data collection and construct measurement, particularly for gathering information related to individual values, attitudes and beliefs. In this domain, survey instruments have several demonstrable advantages including simplicity of use, costeffectiveness and the ability to efficiently gather large datasets amenable to analysis using a wide variety of multivariate statistical techniques. While offering many positive benefits, questionnaires...

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