A Conceptual Method of Maintaining Equivalence in International Market Research

• Autorzy: Magdalena Jaciow

Warianty tytułu

Konceptualny model zachowania ekwiwalencji w międzynarodowych badaniach rynku

• Języki publikacji: EN

Abstrakty

EN

This paper focuses on equivalence in international market research and the conditions for maintaining such an equivalence. Equivalence was defined, in the field of research on an international scale, as an attribute of the results of research conducted in a multicultural environment, which guarantees the coherence of measurement models amongst the analysed countries. This attribute is achieved by the apropriateness of the subject-matter of research, sampling design, measurement tools, the process of direct research and the research results in the scope of the analysed countries/cultures. The model for maintaining equivalence described in this paper provides the researchers with knowledge of the conditions for maintaining equivalence in their international market research, and knowledge of the methods and criteria for evaluating data quality and comparability to those who avail themselves of reports and databases concerning foreign markets.

Artykuł koncentruje się na problemie zachowania ekwiwalencji w badaniach międzynarodowych. Przedstawiono w nim najistotniejsze czynniki determinujące porównywalność modeli pomiarowych w skali międzynarodowej. Zbudowany model zachowania ekwiwalencji międzynarodowych badań rynku wyjaśnia płaszczyzny ekwiwalencji (obiektu badania, pomiaru, narzędzi pomiarowych, procesu badań międzynarodowych oraz wyników badań). Artykuł zawiera także wyniki analizy statystycznej, której celem było sprawdzenie poziomu ekwiwalencji badań własnych autorki. Model zachowania ekwiwalencji opisany w artykule może być użyteczny dla badaczy i naukowców w ocenie porównywalności wyników badań międzynarodowych, które prowadzą (zarówno bezpośrednich, jak i pośrednich).

Słowa kluczowe

EN

Online shopping; Buying behaviour; Market

PL

Zakupy online; Zachowania nabywcze; Rynek

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2020
• Numer: nr 7 (64)
• Strony: 46--59

Twórcy

autor

Magdalena Jaciow

• University of Economics in Katowice, Poland

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Identyfikatory

DOI

10.15611/pn.2020.7.04