Chapter 6 Fernanda

CHAPTER 6.

Establishing the comparability of multi country data

Comparability

Defined as data that have the same meaning and the same level of accuracy, in all countries and cultures.

Establishing Comparability

Establishing Data Equivalence

A Framework for Cross-Cultural Studies

Determining Construct Validity

The Emic Approach

Etic Approach

It is concerned with identifying and assessing universal attitudinal and behavioral concepts and developing pan-cultural or ‘culture-free’ measures

It is assumed to be etic or to be appropriate in all cultures and contexts-

Cronbach’s alpha.

A measure of reliability

Factor Analysis

Where a number of items or multiple scales are examined, similarity in patterns of internal variance and interrelation between scale

Ethnographic approach

To identify concept and constructs relevant to the specific environmental coontext.

It is time consuming

Approach by Berry

It provides limited guidelines with regard to how the two approaches are to be reconciled and how specifically they are operationalized.

An iterative integrative framework is needed.

The adapted etic approach

The linked emic model

Starts with a base culture or context, but seeks to adapt the conceptual model developed in the base culture to other contexts

It focuses on the local context, but at multiple research sites.

Supra model

Consists in incorporating all the elements from the local context-specific models and delineating both etic and emic elements.

Construct Equivalence

Measure Equivalence

Functional equivalence

Conceptual Equivalence

Category equivalence

It is to consider that the behaviors studied may not necessarily be functionally equivalent.

It is concerned with the interpretation that individuals place on objects, stimuli or behavior

It relates to the category in which objects or other stimuli are placed.

Calibration Equivalence

Translation Equivalence

Metric Equivalece

Equivalence in perceptual cues, such as color, shape or form, which are used to interpret visual stimuli.

Translation of the instrument so that it is understood by respondents in different countries

Equivalence of scale

Equivalence of response

It establishes he measure

Equivalece of response to a given measure in different countries

Convergent Validity

Nomological validity

Discriminant validity

It refers to whether the same results are obtained when the construct is measured in two different ways

To establish discriminant validity, the correlation between two different concepts should not be significant.

Refers to whether the construct is related to some external criterion.

Consistency over time

Consistency across individuals

Internal Consistency of Scales

Equivalence in Data Collection Techniques

Test–retest reliability is used to assess whether results obtained from administration of a measure on two separate occasions are comparable.

Whether two (or more) independent judges evaluate items or objects in the same way.

Reliability is typically assessed based on the internal consistency of measures.

This part considers comparability in data collection procedures.

Research instrument

Verbal or pictorial stimuli

It is self-administered

It is administered by an interviewer

Establishing Construct Reliability

Sudent: Maria Fernanda Hernandez Díaz.

Bibliography:

Craig S. and Douglas S. (2014). International Marketing Research. Estados Unidos: Wiley.