Search
Now showing items 1-2 of 2
Language translations in advertising and marketing research: need for recognizing measurement differences
(2010-03-14)
This paper reports the findings of an empirical study, designed to test the following four hypotheses: H1 : When consumers rate the same advertisement on two language versions of the same work (adjective), the mean ratings ...
Marketing research and the regional languages problem
(2010-07-27)
Marketing research studies in India, particularly those based on consumer surveys, which extend data collection beyond a particular linguistic region, confront a serious problem of language comparability in the questionnaires ...