search query: @author Rogers, R. / total: 5
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| Author: | Roster, C. Albaum, G. Rogers, R. |
| Title: | Can cross-national/cultural studies presume etic equivalency in respondents' use of extreme categories of Likert rating scales? |
| Journal: | International Journal of Market Research
2006 : VOL. 48:6, p. 741-759 |
| Index terms: | marketing research advertising corporate image Asia Europe USA |
| Language: | eng |
| Abstract: | This study aims to determine differences in extreme response to rating scales btw. cultures/nations in a measure of corporate reputation (here as: corp-rep). Separate surveys examined differences in respondent use of extreme categories for 5-category Likert rating scales in a broad study of corp-rep. conducted in the United States (U.S.), China, the Philippines (as: Phil.) and Ireland. It is shown that the U.S. and the Phil. samples (as: spls.) were more likely to use extreme scale end points than the China or Ireland spls., and that neither age nor gender affected reliance on extreme category responses within spls. In addition, it is found that cultural tendencies towards reliance on extreme responses can exert somewhat systematic effect on composite scale scores. |
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