Measuring Associations ACRoss Cultures: a Comparison of Best-Worst and Rating Methods

Julie Anne Lee, University of Western Australia, Australia
Geoffrey N. Soutar, University of Western Australia, Australia
Timothy M. Daly, University of Akron, USA
Cross-cultural researchers often apply post-hoc standardization approaches when dealing with cross-cultural response bias; however, they run the risk of removing substantive cultural differences with this technique. The present study showed that using best-worst scaling proactively greatly improved the results obtained across two cultures, without the need for standardization of scores.
[ to cite ]:
Julie Anne Lee, Geoffrey N. Soutar, and Timothy M. Daly (2011) ,"Measuring Associations ACRoss Cultures: a Comparison of Best-Worst and Rating Methods", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.