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

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