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Is Measurement Invariance Assessment Important for Cross-National Marketing Research?

Cross-cultural measurement invariance techniques have been available to international marketing researchers to enhance measurement validity for some time. However, a recent article published in the Journal of International Marketing by Yi He, Michael A. Merz and Dana L. Alden, developed from a content analysis of 243 published article in 15 well-respected and peer-reviewed marketing journals from 2000 to 2005, indicates that a substantial number of cross-national studies are published without establishing measurement invariance (the results vary widely across journals).

If establishing measurement invariance is important for the validity of cross-national research, then why are researchers not reporting it, and why are journals publishing cross-national research without reporting it? He et al. (2008), survey the authors of the examined articles, to understand why? The results are surprising.

Read more about this interesting study at: http://mkt.shidler.hawaii.edu/Professors/2008_He_Merz_and_Alden.pdf

He, Yi, Micahel A. Merz and Dana L. Alden (2008), “Diffusion of Measurement Invariance Assessment in Cross-National Empirical Marketing Research: Perspectives from the Literature and a Survey of Researchers,” Journal of International Marketing, 16(2), 64-83.

Learn more about the Journal of International Marketing at: http://www.marketingpower.com/jim

Manuscript submission can be made at: http://mc.manuscriptcentral.com/ama_jim

David A. Griffith
The John William Byington Endowed Chair in Global Marketing
Editor, Journal of International Marketing
Department of Marketing
The Eli Broad Graduate School of Management
Michigan State University
N370 North Business Complex
East Lansing, MI 48824-1122
Phone: 517.432.6429
Fax: 517.432.1112
e-mail: griffith@bus.msu.edu
http://www.msu.edu/~griff296/