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...