C - Method: Comparative Analysis and Equivalence

Question 1

Basic Idea of the Comparative Approach

Answer 1

• finding universal vs. culture-specific determinants and correlates of consumer behavior
• comparison as the method to gain knowledge

Question 2

Basic Idea of the Comparative Approach

Self Reference problem

Answer 2

???

Question 3

Culture bound vs. culture free

Etic Approach

Answer 3

Culture free thesis

-> Consumer Models and Measurement can be applied universally

Question 4

Culture bound vs. culture free

Etic Approach

Pros and cons

Answer 4

Pro:
- comparability

Con:
- Validity, Reliability

Question 5

Culture bound vs. culture free

Emic Approach

Answer 5

Culture bound thesis

-> Consumer Models and measurement instruments need to be culture specific

Question 6

Culture bound vs. culture free

Emic Approach

Pros and cons

Answer 6

Pro:
- Validity, reliability

Con:
Comparability

Question 7

Culture bound vs. culture free

Etic Approach

Problem: Pseude-etic research

Answer 7

????

Question 8

Equivalence of methods

Questions to consider

Answer 8

Are there differences in the sampling?
-> sampling bias

Are the interviewer instructions equivalent?
-> administration bias

Is the response behavior comparable?
-> instrument bias

Question 9

Equivalence of methods

What is bias due to self-selection?

Answer 9

???

Question 10

Equivalence of constructs

Answer 10

Are there different understandings of constructs?

-> e.g. number of indicator variables, only partial overlap of content

Question 11

Equivalence of constructs

What is a precondition for cross-cultural comparative research?

Answer 11

Equivalence of constructs

-> no bias of constructs

Question 12

Semantic of items

Semantic equivalence

Answer 12

• Language contains many elements which are emic (cultural differences)
• literal vs. idiomatic translation
• application translation techniques

Question 13

Preparing the Master Version to increase the semantic equivalence of questionnaires

Ways to increase semantic equivalence of questionnaires

Name 5

Answer 13

1) use short, simple sentences
2) active voice
3) avoid pronouns (repeat nouns)
4) avoid metaphoric or colloquial terms
5) avoid subjunctive
6) embed important terms in context
7) repeat important sentences with other words
8) avoid adverbs and prepositions with “where” and “when”-determination
9) avoid possessive nouns
10) avoid general terms (create at relationship in content)
11) avoid undefined statements about manner, scope, or numbers of persons, things, events
12) use terms which are familiar to the translator
13) do not build sentences with two different verbs which refer to different processes

Question 14

Semantic Equivalence

Translation Techniques

Answer 14

Direct Translation
Back translation
Parallel translation
Combined technique

Question 15

Semantic Equivalence

Translation Techniques

Direct translation

Process:
Pros and Cons:

Answer 15

Process:
- Translation from original language into target language

Pro:
- simple to do

Contra:
- Translation error and discrepancy between language A and B

Question 16

Semantic Equivalence

Translation Techniques

Back Translation

Process:
Pros and Cons:

Answer 16

Process:

• Translation from original language A into target language B and then translation from target language back into original language A1
• comparison of A and A1

Pro:
- revels most of the discrepancy

Contra:
- two native speaking translators needed (A and B)

Question 17

Semantic Equivalence

Translation Techniques

Parallel translation

Process:
Pros and Cons:

Answer 17

Process:

• Parallel translation of original language A into target language B, so there are two different versions: B and B1
• Comparison of B and B1

Pro:
- simple to implement in country A with translator B

Contra:
- good wording in B but maybe different to the meaning of A

Question 18

Semantic Equivalence

Translation Techniques

Combined technique

Process:
Pros and cons:

Answer 18

Process:

• Parallel translation from original language A into two versions in language B (B and B1)
• translation of B and B1 back into original language A (A1 and A2)
• Comparison between A1 and A2 and A1, A2 and A

Pro:
- ensures the best fit of A and B

Contra:

• costly implementation
• difficult to find good translators

Question 19

Equivalence of Instruments

Response styles (on a seven-point-scale)

Answer 19

Acquiescence Response Styles (ARS)
-> checking 5, 6, 7

Disaquiescence Response Style (DRS)
-> checking 1, 2, 3

Midpoint Response Style (MRS)
-> checking 4

Extreme response style (ERS)
-> checking 1 or 7

Question 20

Equivalence of Instruments

Response styles (on a seven-point-scale)

Why do Chinese Respondents Tend to the midpoint?

Answer 20

Explanation 1:
Safe Face

Explanation 2:
The Doctrine of the Mean

Explanation 3:
Social Proof

Question 21

Equivalence of Instruments

Response styles (on a seven-point-scale)

Why do Chinese Respondents Tend to the midpoint?

Explanation 1: Save Face

Answer 21

According to confucianism it is very important in China to “save face”, meaning to save the structure and quality of human relationships
-> Norm of the group is relevant. Conflicts are to be avoided

Question 22

Equivalence of Instruments

Response styles (on a seven-point-scale)

Why do Chinese Respondents Tend to the midpoint?

Explanation 2: The Doctrine of the Mean

Answer 22

Cardinal (core) virtues of confucian virtue ethics: The virtuous man is a moderate man

Question 23

Equivalence of Instruments

Response styles (on a seven-point-scale)

Why do Chinese Respondents Tend to the midpoint?

Explanation 3: Social Proof

Answer 23

Assumption that the mean responses to the opinion of the majority provides security.

Typical saying:

• China (collectivistic): “The bird in the front get shot”
• US (individualistic): “The squeaky wheel gets the grease”