Cross‐cultural differences in survey response patterns

  title={Cross‐cultural differences in survey response patterns},
  author={S. Dolnicar and Bettina Gr{\"u}n},
  journal={International Marketing Review},
Purpose – The existence of variable response styles represents a major threat to the correct interpretation of market research findings. In international marketing, this threat is further increased due to samples of respondents from different cultural backgrounds. The purpose of this paper is to extend the investigation of differences in cross‐cultural response styles by studying full response patterns instead of extreme values, quantify the extent of the potential mistake of not accounting for… 

Figures and Tables from this paper

The study aims to identify differences in response styles between regions which belong to Romania, but have previously been under foreign occupation. To do that, we employ data from the European
Examining survey response styles in cross-cultural marketing research: A comparison between Mexican and South Korean respondents
Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across
The cross‐cultural appropriateness of survey‐based value(s) research
Purpose – Cross‐cultural research in marketing has been dominated by survey‐based quantitative approaches; however, the assumption of prior validity required for the adoption of the survey approach
A cross‐cultural validation of a gender role identity scale in marketing
Purpose – The purpose of this paper is to explore the cross‐cultural efficacy of a gender identity scale commonly used in marketing: the shortened version of the Bem Sex Role Inventory (BSRI) measure
The effect of response scale type on cross‐cultural construct measures
Purpose – Methodological advances in cross‐cultural scale development have addressed many concerns regarding the development of valid scales. However, several issues remain to be examined – including
Cross-cultural application of a practice-oriented acquiescence measure
Purpose Extant research shows that acquiescence response style (ARS) is culture-bound and may bias the results of comparative cross-cultural studies. Conventional measures of ARS are difficult to
Is extreme response style domain specific? Findings from two studies in four countries
Extreme response style (ERS) may bias responses and hamper the validity of conclusions in substantive research. ERS can be controlled for by using an additional (random) sample of response style
Cross-cultural comparability of customer satisfaction measurement – the case of mobile phone service providers
Purpose Customers from different cultures might have different expectations and perceptions of quality, leading to different levels of satisfaction. Together with the construct and measurement
A Reflection on Intercept Survey Use in Thailand: Some Cultural Considerations for Transnational Studies
How people respond to research surveys has been of long standing interest to investigators. In this paper, we reflect on our experiences in using the intercept survey as part of a study that examined
Response Style Contamination of Student Evaluation Data
Student evaluation surveys provide instructors with feedback regarding development opportunities and they form the basis of promotion and tenure decisions. Student evaluations have been extensively


Response Styles in Marketing Research: A Cross-National Investigation
Response styles are a source of contamination in questionnaire ratings, and therefore they threaten the validity of conclusions drawn from marketing research data. In this article, the authors
Extreme Response Style in Cross-Cultural Research
The neglect of the consequences of the Extreme Response Style (ERS) phenomenon in cross-cultural research is documented through a selective literature review. Consideration of ERS differences
Response Styles in a Cross-Cultural Managerial Study
Summary An examination was made of the response sets of a total of 1647 expatriate and local managers from nine countries who were respondents to a study of stereotyping undertaken in American,
Response Styles in Rating Scales
In cross-cultural studies with social variables such as values or attitudes, it is often assumed that differences in scores can be compared at face value. However, response styles like acquiescence
Culture, Gender, and Response Bias
The possibility of culture and gender differences in response styles was explored. The responses of 1,717 participants aged 12-14 years from Australia, China, Nepal, Nigeria, and the Philippines to
Research on extreme response style (ERS) in rating scale responses has been characterized by conflicting findings and little agreement over how to assemble and validate ERS mea- sures. This article
Assessing Extreme and Acquiescence Response Sets in Cross-Cultural Research Using Structural Equations Modeling
Extreme response styles (ERS) and acquiescence response styles (ARS) may constitute important sources of cross-cultural differences on survey-type instruments. Differences in ERS and ARS, if
Effects of Culture and Response Format on Extreme Response Style
Do cultural and ethnic groups differ in their extreme response style? To answer this question, Hispanic and non-Hispanic subjects were asked to respond to a questionnaire on 5-point or 10-point
Cross-Cultural Comparisons and the Presumption of Equivalent Measurement and Theoretical Structure
The purpose of this article is to demonstrate, paradigmatically, the extent to which item score data can vary across cultures despite measurements from an instrument for which the factorial structure
Standardization to Account for Cross-Cultural Response Bias
Standardization has become more common in the 1990s, and there is a trend to rely more on standardized data, but an analysis of statistical properties of standardized measures indicates that results based on standardization are ambiguous.