The issue of measurement comparability in cross-cultural studies: an instrument reliability assessment

Abstract

The problem with measurement comparability in cross-cultural studies arises when researchers attempt to attribute differences in obtained scores to cultural influences. It is a common approach among r e searchers in marketing to use a standardized instrument cross culturally in order to assure comparability. The authors suggest the performance of reliability assessments as a basis for determining the adequacy of using standardized instruments although the evidence of comparability is inconclusive.