In international marketing research, it is critical to establish equivalence of scales used to obtain data from different countries. In this regard operational equivalence concerns how theoretical constructs are operationalize to make valid measurement. For example, in one country, leisure may be operationalize as playing golf, tennis, or other sports; watching TV; or basking in the sun. This operationalization may not be relevant in countries where people do not play these sports or do not have roundthe-
clock TV transmission.
