Single Language Surveys: an Efficient Method For Researching Cross-Cultural Differences
Interest in cross-cultural research has increased with the globalization of the market. However, language differences across cultures pose a major methodological challenge, particularly in survey-based research. In order to address this challenge, researchers typically translate and back-translate surveys, repeating the process if necessary. This method, however, is not only costly and time-consuming but also unreliable. With respect to the reliability issue, “a fundamental, unresolved issue… is whether similarities or differences are in fact real” (Mullen, 1995, p. 574) or whether they are artifacts of the methodology.
Dawn Lerman, Sarah Maxwell, Frederic Jallat, and Gary Reed (2006) ,"Single Language Surveys: an Efficient Method For Researching Cross-Cultural Differences", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 63-64.
Dawn Lerman, Fordham University, USA
Sarah Maxwell, Fordham University, USA
Frederic Jallat, Paris Graduate School of Business, ESCP-EAP, France
Gary Reed, Loughborough University, United Kingdom
LA - Latin American Advances in Consumer Research Volume 1 | 2006
Narrative Transportation and Cognitive Responses: The Other Side of the Story
Rebecca Krause, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Time-insensitive Budget Tracking: Nudging Consumers to Spread out Spending over Time
Liang Huang, University of Arizona, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
P10. Omission Bias in the Gain vs. Loss Domain
Jen H. Park, Stanford University, USA