Can survey gaming techniques cross continents? Examining cross cultural reactions to creative questioning techniques

There has been a proliferation of more creative ways of asking questions in online surveys over recent years, epitomised by the idea of the gamification.

Can survey gaming techniques cross continents? Examining cross cultural reactions to creative questioning techniques

Jon PulestonGMI, UKDuncan RintoulUniversity of Wollongong, Australia

INTRODUCTION

This paper sets out to explore two questions:

  • How well do creative survey techniques perform in non-Western cultures?
  • Do creative techniques help reduce the cultural response style biases that create problems when conducting multi country surveys?

The paper draws on two primary sources: historical data from previous GMI multi-country studies, and a bespoke survey of over 3,800 respondents from seven markets (China, India, Japan, Singapore, Korea, Australia and United States,).

Background

Over the last five...

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