Measuring Associations Across Cultures: a Comparison of Best-Worst and Rating Methods
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.
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.
Julie Anne Lee, University of Western Australia, Australia
Geoffrey N. Soutar, University of Western Australia, Australia
Timothy M. Daly, University of Akron, USA
NA - Advances in Consumer Research Volume 38 | 2011
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