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Cross Cultural Research Dr. K. A. Korb University of Jos 15 May 2009 OUTLINE • Issues in Cross-Cultural Research – Validity – Participant – Instrument • Types of cross-cultural Research Dr K. A. Korb University of Jos Validity • Validity: The degree of accuracy with which a conclusion is drawn – Researchers have a burden to demonstrate that their research finding have validity – The validity of a study’s finding is directly related to the validity of the research methods • Interpretive validity: Valid communication between the research and target group Dr K. A. Korb University of Jos Validity • Ecological validity: Extent that findings generalize beyond the research procedure to the natural context • Theoretical (construct) validity: Establishing valid operational measures for the concept being studied – This related to: • Independent variables • Dependent variables Dr K. A. Korb University of Jos Research Example Theory: Research Study: Theory: Dr K. A. Korb University of Jos IV: Regular Reading DV: Reading Achievement Read book every day with an adult for 10 min. Scores on reading section of classroom exams IV: Regular Reading DV: Reading Achievement Validity • Equivalence: For a cross-cultural comparison to be meaning, two condition must be met: – Equivalence in the conceptual meaning of the theoretical constructs between cultures – Equivalence in the relevance of the empirical method between cultures • If any aspect of a research study is not equivalent across cultures then the comparison not valid Dr K. A. Korb University of Jos Validity • Types of Equivalence – Theoretical:Equivalent in meaning of theoretical framework tested and specific hypotheses tested – Linguistic: Words used in the instruments are similar across languages – Measurements: Instruments are equally valid and reliable across cultures – Sampling: Samples are representatives of their culture and equivalent on noncultural demographic characteristics – Procedure: Procedures used to collect data across cultures are similar Dr K. A. Korb University of Jos Participants • Cultures to be studied – Differ on independent variables of interest – Check to confirm that the cultures do differ on the independent variable • Subgroups within the cultures – Should be as similar as possible on non-cultural relevant demographic characteristics • Individuals within the subgoups Dr K. A. Korb University of Jos Instruments • Perspective 1: Use similar instruments for each culture – Assumption: The instrument is not biased against a particular culture • Conclusion: Differences between groups reflect construct differences in each culture – Advantage: Comparison is straight forward – Disadvantage: The instrument might not be culturally meaningful for all cultural groups Dr K. A. Korb University of Jos Instruments • Perspective 2: Use different instruments for each culture – Assumption: The same instrument cannot be equivalent across culture because psychological constructs are context-bound • Conclusion: Difficult interpretation on comparisons across cultures – Advantages: Measures behaviors that are more appropriate for each culture – Disadvantage • Uncertain whether the instruments are measuring conceptually similar constructs • Comparison between cultures is difficult Dr K. A. Korb University of Jos Instruments • Linguistics Equivalence: Can be established through back-translation of an instrument – Step 1, Forward Translation: Translate from English into Language – Step 2, Back Translation: An independent person translates the translation back into English. • The instrument is considered equivalent in both languages if the back-translation is equivalent to the original Dr K. A. Korb University of Jos Instruments • Cultural Bias: The instruments does not measure equivalent concepts in both cultures – Theoretical/construct bias: The definition of the concept differs between cultures – Item bias: Poor item translation – Procedural bias: Differences in testing procedures across cultures • Testing conditions • Family with testing procedures • Response styles Dr K. A. Korb University of Jos Instruments • Response Style: Systematic tendency to respond in a certain way to items on a questionnaire – – – – Acquiescence bias: Agree with statements as presented Central tendency bias: Avoid extreme categories Social Desirability: Tendency to portray oneself in favorable light Reference Group Effect • Participant self-report by comparing themselves to others • Individuals with different cultural will have different standards of comparison Dr K. A. Korb University of Jos Reference Group Effect • Standard item: I have respect for the authority figures with whom I interact. • Cultural comparison item: Compared to most Japanese I know, I think I have respect for the authority figures with whom I interact. Dr K. A. Korb University of Jos Reference Group Effect Dr K. A. Korb University of Jos Control of External Variables • To reduce alternative explanations of differences between cultural groups – Cultural populations should be selected a priori (before the experiment) based on ethnographic descriptions – Measure the dependent variable by two or more measures – Eliminate effect of irrelevant variables though statistical analysis (ANCOVA) Dr K. A. Korb University of Jos Research Designs • Causal- Comparative: Compare groups of people on an independent variable to determine the effects of an independent variable that cannot be manipulated • Correlational: Compare one group of people on multiple variables to determine the relationship between variables. • Experimental: Compare treatment and control groups on a dependent variables. The experimenter must implement a treatment. Dr K. A. Korb University of Jos Cross-Cultural Research • Cross- Cultural Comparisons: Studies comparing different cultures on the same psychological variable – Determine how individuals within cultures differ on psychological variables of interest • Cultural Studies: Studies based on a theoretical framework that predicts and explains differences between cultures – Correlation studies: Studies that determine whether the relationships between psychological variables are similar across cultures • Linkage studies: Studies that establish links between contents of culture and psychological variables of interest – Unpacking studies – Experiments Dr K. A. Korb University of Jos Unpaking Studies • Instead of culture as independent variable, a Context Variable is hypothesized to influence the dependent variable – Context variable: Specific variable that explains cultural differences that then influences the dependent variable • Both the context variable and the dependent variable are measured – Degree to which the context variable influence the dependent variable is statically tested Dr K. A. Korb University of Jos Cross-Cultural Experiments • Priming Experiment: Experimentally manipulate mindsets related to culture to determine whether behavior differs as function of a primed mindsets • Example (Trafimow,Triandis,& Goto, 1991) – Treatment 1: Private Mindset • Please think of what makes you different from your family and friends. – Treatment 2: Collective Mindset • Please think of what you have in common with your family and friends. What do they expect from you to do? – Participants were then asked to write a paragraph that described themselves Dr K. A. Korb University of Jos Frequency of Individually-Oriented and GroupOriented Responses for American and Chinese (Trafimow et al., 1991) Dr K. A. Korb University of Jos Conclusion • Only compare populations that have theoretical reasons for differing on a dependent variable • Replace culture with specific independent variables that might influence the dependent variable – What aspects of the cultures cause differences in the dependent variable? Dr K. A. Korb University of Jos Revision • What validity consideration need to be taken into account in cross-cultural research studies? • What are some key issues to consider when developing instruments in cross-cultural research studies? • Describe research designs that are useful in cross- cultural research studies Dr K. A. Korb University of Jos