Can cross-national/cultural studies presume etic equivalency in respondents’ use of extreme categories of Likert rating scales?

Catherine Roster, Gerald Albaum and Robert Rogers

The purpose of this study was to determine differences in extreme response to rating scales between cultures/nations in a measure of corporate reputation.
  

Can cross-national/cultural studies presume etic equivalency in respondents' use of extreme categories of Likert rating scales?

Catherine Roster and Gerald AlbaumUniversity of New Mexico

Robert RogersMarket Metrics Southwest

Rapid globalisation has increased the need for all types of organisation to collect data from groups that may represent highly diverse cultural environments. Multinational corporations, for instance, routinely conduct cross-national research to measure consumer perceptions of satisfaction (e.g. Laroche et al. 2004), brand image (e.g. Hsieh et al. 2004) and corporate reputation (e.g. Ohmae 1989; Riahi-Belkaoui 2001; Kitchen & Laurence 2003). Routine...

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