Measure Unreliability: A Hidden Threat to Cross-National Marketing Research?
研究发现跨国营销调查中测量可靠性存在差异，且与测量类型相关，而非特定国家样本或语言群体，提醒研究者注意这一潜在威胁。
A potential threat to conclusions drawn from cross-national marketing surveys is that arising from differences in measure reliability. In a five-country study, between-sample reliability differentials were uncovered that appeared to be related to type of measure but not to particular national samples or language groups.