Cross-Cultural Differences in Survey Response Patterns.

Dolnicar, S. and Grun, B. (2007) Cross-Cultural Differences in Survey Response Patterns.. International Marketing Review, 24 2: 127-143. doi:10.1108/02651330710741785

Author Dolnicar, S.
Grun, B.
Title Cross-Cultural Differences in Survey Response Patterns.
Journal name International Marketing Review   Check publisher's open access policy
ISSN 0265-1335
Publication date 2007
Year available 2007
Sub-type Article (original research)
DOI 10.1108/02651330710741785
Volume 24
Issue 2
Start page 127
End page 143
Total pages 17
Place of publication Bingley, W Yorks, United Kingdom
Publisher Emerald Group Publishing
Collection year 2008
Language eng
Formatted abstract
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 cross-cultural differences in response behaviour and present a simple way of testing whether or not data sets from various cultural backgrounds can be used without correcting for cross-cultural response styles.

Design/methodology/approach - Two independent data sets are used. Extreme response style (ERS) scores are compared by testing for equality of proportions. Respondents' answer patterns are partitioned using the k-means algorithm, the resulting differences between cultures tested using a Fisher's exact test for count data. The extent of inter-cultural difference in responses is assessed using ANOVA.

Findings - Asian and Australian respondents differ significantly in ERS and full response patterns. Differences in cross-cultural response patterns account for up to 6 per cent of the variance in the data, thus representing a significant potential source for misinterpretation in cross-cultural studies.

Practical implications - International market researchers using samples including respondents from more than one cultural background have to be aware of the potential source of misinterpretation caused by cross-cultural differences in response patterns. A simple ANOVA-based procedure allows researchers to determine whether data can be used in its uncorrected form.

Originality/value - The paper investigates cross-cultural response styles for new groups of respondents (Australian vs Asian), extends the study from the investigation of extreme values to full response patterns and gives market researchers in the international marketing context an indication of how high the level of potential misinterpretation can be and presents a simple means of checking how necessary it is to account for cross-cultural differences in response behaviour
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 27 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 39 times in Scopus Article | Citations
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