TITLE

Alternative Questionnaire Formats for Country Image Studies

AUTHOR(S)
Jaffe, Eugene D.; Nebenzahl, Israel D.
PUB. DATE
November 1984
SOURCE
Journal of Marketing Research (JMR);Nov84, Vol. 21 Issue 4, p463
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Two different questionnaire formats based on the semantic differential scale have been used in comparative image studies of countries. The authors test the reliability and validity of each format and find that though the two formats have nearly equal reliability, they are not equivalent. Country image studies that have different questionnaire formats may not be comparable, even if the scale items are the same.
ACCESSION #
5011646

 

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