Scale validation issues in situations of minimal cultural difference

Heather Crawford, Gary D. Gregory

Research output: Book chapter/Published conference paperConference paperpeer-review

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There is a large and growing body of literature on methodology for ensuring that researchconducted in one cultural context can be replicated in a dissimilar context. Most of this workfocuses on situations of maximal cultural difference. This study investigates issues pertainingto the replication of research in a very similar cultural context, using the individual differencedimension of Need for Humour as its focus. Results show that even minimal culturaldifference can introduce unwelcome complexities if equivalence is not explicitly assured.
Original languageEnglish
Title of host publicationMarketing
Subtitle of host publicationShifting the focus from mainstream to offbeat
Place of PublicationAustralia
Number of pages8
ISBN (Electronic)1863081445
Publication statusPublished - 2008
EventAustralian and New Zealand Marketing Academy Conference - Olympic Park, Sydney, Australia
Duration: 01 Dec 200803 Dec 2008 (conference info)


ConferenceAustralian and New Zealand Marketing Academy Conference
Internet address

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