Scale validation issues in situations of minimal cultural difference

Heather Crawford, Gary D. Gregory

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

    19 Downloads (Pure)


    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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