Marketing research and the regional languages problem

dc.contributor.author	Mehta, Subhash C.
dc.contributor.author	Parikh, Jayshree S.
dc.date.accessioned	2010-07-27T09:08:17Z
dc.date.available	2010-07-27T09:08:17Z
dc.date.copyright	1978-11
dc.date.issued	2010-07-27T09:08:17Z
dc.identifier.uri	http://hdl.handle.net/11718/6380
dc.description.abstract	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 if they are meant for administration to populations using different languages. The questionnaires are often developed in the English language and then are translated into appropriate language versions. All the data is put together without recognizing the extent of measurement differences arising out of "language effect". The present paper provides an empirical test of this hypothesis.	en
dc.language.iso	en	en
dc.relation.ispartofseries	WP;1978/252
dc.subject	Marketing research	en
dc.subject	Languages	en
dc.title	Marketing research and the regional languages problem	en
dc.type	Working Paper	en