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Table of ContentsLecture 1 .......................................................................................................................... 3
Translation of scales in cross-cultural research: issues and techniques (Cha, Kim, Erlen) ............ 3
10 empirically rules Brislin et al.: creating new scale.................................................................................... 3
Five problems of equivalence in translation: ................................................................................................ 4
Four strategies for maintaining content equivalence: advantages and disadvantages ................................ 4
Discussion...................................................................................................................................................... 4
Response styles in cross-national survey research (Harzing) ...................................................... 4
Cultural differences ....................................................................................................................................... 4
Impact language on response styles ............................................................................................................. 5
How to address ............................................................................................................................................. 5
Methodological issues in cross-cultural marketing research (Malhotra, Agarwal, Peterson) ....... 6
Problem definition ........................................................................................................................................ 6
Developing an approach ............................................................................................................................... 7
Research design ............................................................................................................................................ 8
Questionnaire design .................................................................................................................................. 10
Data preparation ......................................................................................................................................... 10
Bias and equivalence in cross-cultural assessment: an overview (Vijzer, Tanzer) ...................... 10
Three kinds of bias ...................................................................................................................................... 10
Three options successive development method ........................................................................................ 11
Remedies ..................................................................................................................................................... 11
Lecture 2: ANOVA ........................................................................................................... 11
Experiment ............................................................................................................................ 12
Completely randomized designs ................................................................................................................. 12
Factorial design: .......................................................................................................................................... 12
One-way ANOVA F-test .......................................................................................................... 12
Assumptions one-way ANOVA .................................................................................................................... 12
Basis idea one-way ANOVA ......................................................................................................................... 13
Two-way ANOVA F-test .................................................................................................. 13
Assumptions two-way ANOVA .................................................................................................................... 13
Basic idea of two-way ANOVA .................................................................................................................... 14
Reporting .............................................................................................................................. 14
Lecture 3: ANOVA (within subjects) ................................................................................. 15
Repeated measures design ..................................................................................................... 15
Basic idea of the ANOVA with repeated measures design........................................................ 16
Total variation repeated measured design ................................................................................................. 16
Assumptions .......................................................................................................................... 16
SPSS output ........................................................................................................................... 17
Functions ..................................................................................................................................................... 17
If interaction is significant ........................................................................................................................... 17
Reporting .............................................................................................................................. 17
Only within variance ................................................................................................................................... 17
multiple dependent variables ..................................................................................................................... 18
Mixed ANOVA ............................................................................................................................................. 18
1
,Lecture 4: Simple Regression........................................................................................... 18
Differences between ANOVA and Regression.......................................................................... 18
Constructing a model ............................................................................................................. 19
Explaining Linear regression model......................................................................................... 19
SPSS is looking at the difference between predicted and observed ........................................................... 19
Now we know which line best fits the data → and then? ........................................................ 19
Coefficient of Determination, R2 ................................................................................................................. 20
Statistic coefficient of gradient (t-test) ....................................................................................................... 20
Reporting .............................................................................................................................. 20
Lecture 5: Linear multiple regression ............................................................................... 20
Explaining linear multiple regression ...................................................................................... 20
Interpretation of estimated coefficients ................................................................................. 21
Problem of Collinearity .......................................................................................................... 22
Other assumptions................................................................................................................. 22
Model selection ..................................................................................................................... 24
Categorical variables .............................................................................................................. 24
Correlation ............................................................................................................................ 24
Reporting .............................................................................................................................. 25
2
, Lecture 1
Why cross-cultural research:
- Structure-oriented research: searching for similarities, generalizing research results
and instruments across cultures. E.g., can values be classified identically?
- Level-oriented research: searing for differences, identifying differences between
cultures to learn more about a certain phenomenon. E.g., how people communicate
online and differences between cultures
o Comparison is possible because patterns (kinds of phenomena that occur
repeatedly) can be identified
Key terms:
- Equivalence: address when developing research
- Bias: presence of elements that influences the comparability of the results across
cultures (address a posteriori)
- Maximize equivalence and reduce bias
Cross-cultural non-response
- Item non-response: missing data
- Unit non-response: respondents did not participate
o Refusal
o Non-contact: you could not find the right participants
o Reasons could differ across cultures
When are the differences cultural?
- More equivalent, less alternative explanations, such as:
o Low comparability sample
o Weak translation
o Differences in response style
- Look how individual participants score on important factors, control for results on
cultural level → e.g., power distance → when one culture scores higher than the other
more evidence for the influence of culture → correlation power distance and results
statistical evidence.
Translation of scales in cross-cultural research: issues and techniques (Cha, Kim, Erlen)
10 empirically rules Brislin et al.: creating new scale
o Short, simple sentences (< 16 words)
o Active voice
o Nouns (rather than pronouns)
o Specific terms
o Avoiding colloquialisms
o Avoiding subjective mode
o Avoiding adverbs and prepositions indicating time or position
o Avoid passive forms
o Avoid vague terms
o Avoid sentences more than one suggested variable action
Provide redundancy and add context
3
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