Rogers, Mary M.; Peterson, Robert A.; Albaum, Austin G.International Journal of Management and Marketing Research2013-05
When conducting or evaluating cross-cultural/cross-national research studies a critical question must be asked about the measurements: are they culturally an emic or etic? That is, is the research methodology culturally bound or culture free? The research described in this paper shows how etic and emic properties may be explored by… Read More
