Construction and investigation of psychometric characteristics of international marketing questionnaire
Subject Areas :
1 - Department of Literature and Humanities, Faculty of Literature, Islamic Azad University, Kermanshah Branch, Kermanshah, Iran
Keywords: Marketing, business, international, psychometrics, questionnaire,
Abstract :
Introduction: The purpose of this research was to construct and examine the psychometric properties of the international marketing questionnaire Method: From the point of view of the goal and method of data collection, the present study was part of psychometric-based correlational projects. For this purpose, the questionnaire created by the present researcher, which has 22 items, was implemented on 20 classrooms using a multi-stage cluster random sampling method. Exploratory and confirmatory factor analysis was used to analyze the data. Findings: The results of exploratory factor analysis using the principal components method with Varimax rotation showed the existence of 5 components of international marketing, which were named according to the principles of contract negotiations, product pricing, product cultural environment, communication and advertising methods, and product brand. . These 5 factors explained 56.37% of the total variance. Also, the results of confirmatory factor analysis confirmed the existence of 5 factors of the mentioned questionnaire. On the other hand, the results of the correlation coefficient provided evidence of the convergent validity of the questionnaire with other variables of marketing and international trade in this area. Also, in order to measure the reliability of the questionnaire, Cronbach's alpha coefficient and the correlation of the subscales with the total score of the questionnaire were used, and the Cronbach's alpha coefficients for the subscales were confirmed. Conclusion: In general, the results indicated that the international marketing questionnaire has good validity and reliability and can be used as a useful tool for international trade.
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