The cross-cultural appropriateness of survey-based value(s) research: A review of methodological issues and suggestion of alternative methodology

International Marketing Review

Volumn 27, Issue 6, 2010, Pages 694-716

  Watkins, Leah ^a  

^a UNIVERSITY OF OTAGO   (New Zealand)

Author keywords

Cross cultural studies; Qualitative methods; Research; Surveys

Indexed keywords

EID: 78349260799     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/02651331011088290     Document Type: Review

References (118)

1. Aurifelle, J.M. and Valette-Florence, P. (1995), "Determination of the dominant means-end chain: constrained clustering approach" in International Journal of Research in Marketing, Vol. 123, pp. 267-78.
2. Baumgartner, H. and Steenkamp, J.B.E.M. (2001), "Reponse styles in marketing research: a cross-national investigation" in Journal of Marketing Research, Vol. 382, pp. 143-56.
3. Beatty, S.E., Kahle, L.R., Utsey, M. and Keown, C. (1993), "Gift giving behaviours in the US and Japan" in Journal of International Consumer Marketing, Vol. 61, pp. 49-66.
4. Berrien, F.K. (1967), "Methodological and related problems in cross-cultural research" in International Journal of Psychology, Vol. 2, pp. 33-43.
5. Berry, J.W. (1969), "On cross-cultural comparibility" in International Journal of Psychology, Vol. 4, pp. 119-28.
6. Berry, J.W. (1989), "Imposed etics-emics-derived etics: the operationalization of a compelling idea" in International Journal of Psychology, Vol. 24, pp. 721-35.
7. Bhalla, G. and Lin, L.Y.S. (1987), "Cross-cultural marketing research: a discussion of equivalence issues and measurement strategies" in Psychology & Marketing, Vol. 4, pp. 275-85.
8. Bond, M.H. (1988), "Finding universal dimensions of individual variation in multicultural studies of values: the Rokeach and Chinese value surveys" in Journal of Personality and Social Psychology, Vol. 55, No. 6, pp. 1009-15.
9. Boulanouar, A. (2005), "The symbolic consumption of Muslim women's clothing: the Moroccan case", University of Otago, Dunedin.
10. Brislin, R.W. (2000), Understanding Culture's Influence on Behavior, Harcourt College Publishers, Orlando, FL.
11. Brislin, R.W., Lonner, W.J. and Thorndike, R.M. (1973), Cross-cultural Research Methods, Wiley, New York, NY.
12. Chan, A.M. and Rossiter, J.R. (1997), "Understanding the causal relationship between values and consumer behaviour", paper presented at the Australia New Zealand Marketing Educators Conference, Melbourne.
13. Chan, A.M. and Rossiter, J.R. (2003), "Measurement issues in cross-cultural values research", paper presented at the ANZMAC Conference Proceedings, Adelaide.
14. Chen, C., Lee, S.-Y. and Stevenson, H.W. (1995), "Response style and cross-cultural comparisons of rating scales among East Asian and North American students" in Psychological Science, Vol. 63, pp. 170-5.
15. Cheung, G.W. and Rensvold, R.B. (1999), "Testing factorial invariance across groups: a reconceptualisation and proposed new method" in Journal of Management, Vol. 251, pp. 1-27.
16. Craig, S. and Douglas, S. (2005), International Marketing Research, Wiley, New York, NY.
17. Crick-Furman, D. and Prentice, R. (2000), "Modelling tourists' multiple values" in Annals of Tourism Research, Vol. 271, pp. 69-92.
18. Davidson, A.R., Jaccard, J.J., Triandis, H.C., Morales, M.L. and Diaz-Guerrero, R. (1976), "Cross-cultural model testing: toward a solution of the etic-emic dilemma" in International Journal of Psychology, Vol. 111, pp. 1-13.
19. de Mooij, M. (1998), Global Marketing and Advertising: Understanding Cultural Paradoxes, Sage, Thousand Oaks, CA.
20. de Mooij, M. (2004), Consumer Behaviour and Culture: Consequences for Global Marketing and Advertising, Sage, Thousand Oaks, CA.
21. Dibley, A. and Baker, S. (2001), "Uncovering the links between brand choice and personal values among young British and Spanish girls" in Journal of Consumer Behaviour, Vol. 11, pp. 77-94.
22. Dimanche, F. (1994), "Cross-cultural tourism marketing research: an assessment and recommendations for future studies" in Journal of International Consumer Marketing, Vol. 63, No. 6, pp. 123-34.
23. Dolnicar, S. and Grun, B. (2007), "Cross-cultural differences in survey response patterns" in International Marketing Review, Vol. 242, pp. 127-43.
24. Douglas, S.P. and Craig, C.S. (2006), "On improving the conceptual foundations of international marketing research" in Journal of International Marketing, Vol. 14, No. 1, pp. 1-22.
25. Douglas, S.P., Morrin, M.A. and Craig, C.S. (1994), "Cross-national consumer research traditions" Laurent, G., Lilien, G.L. and Pras, B. (Eds.), Research Traditions in Marketing, Kluwer Academic, Boston, MA.
26. Frijda, N. and Jahoda, G. (1966), "On the scope and methods of cross-cultural research" in International Journal of Psychology, Vol. 1, pp. 109-27.
27. Grunert, K.G. and Grunert, S.C. (1995), "Measuring subjective meaning structures by the laddering method: theoretical considerations and methodological problems" in International Journal of Research in Marketing, Vol. 12, pp. 209-25.
28. Grunert, S.C. and Muller, T.E. (1996), "Measuring values in international settings: are respondents thinking real life or ideal life" in Journal of International Consumer Marketing, Vol. 83, No. 4, pp. 169-85.
29. Grunert, S.C., Grunert, K.G. and Kristensen, K. (1994), "On a method for estimating the cross-cultural validity of measurement instruments: the case of measuring consumer values by the list of values LOV" in Odense University, Odense, pp. 1-29, working papers in Marketing.
30. Gutman, J. (1982), "A means-end chain model based on consumer categorization processes" in Journal of Marketing, Vol. 46, Spring, pp. 60-72.
31. Gutman, J. (1990), "Adding meaning to values by directly assessing value-benefit relationships" in Journal of Business Research, Vol. 20, pp. 153-60.
32. Gutman, J. (1991), "Exploring the nature of linkages between consequences and values" in Journal of Business Research, Vol. 22, pp. 143-8.
33. Gutman, J. and Vinson, D.E. (1978), "Value structure and consumer behaviour" in Advances in Consumer Research, Vol. 6, pp. 335-9.
34. He, Y., Merz, M.A. and Alden, D.A. (2008), "Diffusion of measurement invariance assessment in cross-national empirical marketing research: perspectives from the literature and a survey of researchers" in Journal of International Marketing, Vol. 16, No. 2, pp. 64-83.
35. Hofstede, G. (1991), Cultures and Organisations, McGraw-Hill, Berkshire.
36. Holdsworth, D. (2003), "The role of personal values in choice for environmental goods", University of Otago, Dunedin.
37. Holt, D. (1997), "Poststructurtalist lifestyle analysis: conceptualizing the social patterning of consumption in postmodernity" in Journal of Consumer Research, Vol. 234, pp. 326-50.
38. Hui, C.H. and Triandis, H.C. (1985), "Measurement in cross-cultural psychology: a review and comparison of strategies" in Journal of Cross-cultural Psychology, Vol. 162, pp. 131-52.
39. Jackson, M. and Niblo, D. (2003), "The role of qualitative methodology in cross-cultural research" in Qualitative Research Journal, Vol. 3, pp. 18-27.
40. Kahle, L.R. (Ed.) (2000), Cross-national Consumer Psychographics, The Haworth Press, Binghamton, NY.
41. Kahle, L.R., Beatty, S.E. and Homer, P. (1986), "Alternative measurement approaches to consumer values: the list of values (LOV) and values and life style (VALS)" in Journal of Consumer Research, Vol. 13, December, pp. 405-9.
42. Klenosky, D.B. (2002), "The 'Pull' of tourism destinations: a means-end investigation" in Journal of Travel Research, Vol. 40, May, pp. 385-95.
43. Kluckhohn, C. (1951), "Values and value orientations in the theory of action" Parsons, T. and Shils, E. (Eds.), Toward a General Theory of Action, Harvard University Press, Cambridge, MA.
44. Kroeber, A.L. and Kluckhohn, C. (1952), Culture: A Critical Review of Concepts and Definitions, Harvard University Press, Cambridge, MA.
45. Lee, C. and Green, R.T. (1991), "Cross-cultural examination of the Fishbein behavioural intentions model" in Journal of International Business Studies, Vol. 222, pp. 289-305.
46. Lee, K.C. (1991), "The problem of appropriateness of the Rokeach Value Survey in Korea" in International Journal of Psychology, Vol. 263, pp. 299-310.
47. Leung, K. (1989), "Cross-cultural differences: individual-level vs. culture-level analysis" in International Journal of Psychology, Vol. 24, pp. 703-19.
48. Leung, K. and Bond, M.H. (1989), "On the empirical identification of dimensions for cross-cultural comparison" in Journal of Cross-cultural Psychology, Vol. 202, pp. 133-51.
49. Locke, E.A. (1991), "The motivation sequence, the motivation hub, and the motivation core" in Organisational Behaviour and Human Decision Processes, Vol. 50, pp. 288-99.
50. Lotz, S.L., Shim, S. and Gehrt, K.C. (2003), "A study of Japanese consumers cognitive hierarchies in formal and informal gift-giving situations" in Psychology & Marketing, Vol. 201, pp. 59-85.
51. Luna, D. and Gupta, S.F. (2001), "An integrative framework for cross-cultural consumer behavior" in International Marketing Review, Vol. 181, pp. 45-69.
52. McCarty, J.A. and Shrum, L.J. (2000), "The measurement of personal values in survey research: a test of alternative rating procedures" in Public Opinion Quarterly, Vol. 643, pp. 271-95.
53. McGrath, J.E. and Brinberg, D. (1983), "External validity and the research process: a comment on the Calder/Lynch dialogue" in Journal of Consumer Research, Vol. 10, pp. 115-24.
54. McIntosh, A.J. and Thyne, M. (2005), "Understanding tourist behaviour using means-end chain theory" in Annals of Tourism Research, Vol. 321, pp. 259-62.
55. McIntyre, R.P., Claxton, R.P. and Jones, D.B. (1994), "Empirical relationships between cognitive style and LOV: implications for values and value systems" in Advances in Consumer Research, Vol. 21, pp. 141-6.
56. Malinowski, B.A. (1961), Scientific Theory of Culture and Other Essays, Routledge, New York, NY.
57. Malpass, R.S. (1977), "Theory and method in cross-cultural psychology" in American Psychologist, pp. 1069-79.
58. Maslow, A.H. (1954), Motivation and Personality, Harper, New York, NY.
59. Mattila, A. (1999), "The role of culture and purchase motivation in service encounter evaluations" in The Journal of Services Marketing, Vol. 134, No. 5, pp. 376-90.
60. Mayer, C.S. (1978), "Multinational marketing research: the magnifying glass of methodological problems" in European Research, March, pp. 77-83.
61. Mullen, M.R. (1995), "Diagnosing measurement equivalence in cross-national research" in Journal of International Business Studies, Vol. 26, pp. 573-96.
62. Munson, J.M. (1984), "Personal values: considerations on their measurement and application to five areas of research inquiry" Pitts, R.E. and Woodside, A.G. (Eds.), Personal Values and Consumer Psychology, Lexington Books, Lexington, MA.
63. Overby, J.W., Woodruff, R.B. and Gardial, S.F. (2005), "The influence of culture upon consumers desired value perceptions: a research agenda" in Marketing Theory, Vol. 52, pp. 139-62.
64. Parsons, T. and Shils, E.A. (Eds.) (1951), Toward a General Theory of Action, Harvard University Press, Cambridge, MA.
65. Peng, K., Nisbett, R.E. and Wong, N.Y.C. (1997), "Validity problems comparing values across cultures and possible solutions" in Psychological Methods, Vol. 24, pp. 329-44.
66. Perkins, W.S. and Reynolds, T.J. (1988), "The explanatory power of values in preference judgements: validation of the means-end perspective" in Advances in Consumer Research, Vol. 15, pp. 122-6.
67. Pieters, R., Baumgartner, H. and Allen, D. (1995), "A means-end chain approach to consumer goal structures" in International Journal of Research in Marketing, Vol. 12, pp. 227-44.
68. Pike, K.L. (1967), "Tongue-root position in practical phonetics" in Vol. 17, pp. 129-40.
69. Reisinger, Y. and Turner, L. (2002a), "Cultural differences between Asian tourist markets and Australian hosts: part 1" in Journal of Travel Research, Vol. 40, February, pp. 295-315.
70. Reisinger, Y. and Turner, L. (2002b), "Cultural differences between Asian tourist markets and Australian hosts: part 2" in Journal of Travel Research, Vol. 40, May, pp. 374-84.
71. Richins, M.L. and Dawson, S. (1992), "A consumer values orientation for materialism and its measurement: scale development and validation" in Journal of Consumer Research, Vol. 193, pp. 303-16.
72. Riley, R.W. and Love, L.L. (2000), "The state of qualitative tourism research" in Annals of Tourism Research, Vol. 271, pp. 164-87.
73. Rokeach, M. (1973), The Nature of Human Values, The Free Press, New York, NY.
74. Rose, G. and Shoham, A. (2000) Kahle, L.R. (Ed.), The Values of American and Japanese Mothers: An Application of LOV in the US and Japan, in Cross-national Consumer Psychographics, The Haworth Press, Binghamton, NY.
75. Salciuviene, L., Auruskeviciene, V. and Lydeka, Z. (2005), "An assessment of various approaches for cross-cultural consumer research" in Problems and Perspectives in Management, Vol. 3, pp. 147-59.
76. Schaffer, B.S. and Riordan, C.M. (2003), "A review of cross-cultural methodologies for organisational research: a best practices approach" in Organisational Research Methods, Vol. 62, pp. 169-215.
77. Schwartz, S.H. (1992), "Universals in the content and structure of values: theoretical advances and empirical tests in 20 countries" in Advances in Experimental Social Psychology, Vol. 25, pp. 1-65.
78. Schwartz, S.H. and Bilsky, W. (1990), "Toward a theory of the universal content and structure of values: extensions and cross-cultural replications" in Journal of Personality and Social Psychology, Vol. 585, pp. 878-91.
79. Schwartz, S.H. and Sagiv, L. (1995), "Identifying culture-specifics in the content and structure of values" in Journal of Cross-cultural Psychology, Vol. 26, pp. 92-116.
80. Schwartz, S.H., Melech, G., Lehmann, A., Burgess, S., Harris, M. and Owens, V. (2001), "Extending the cross-cultural validity of the theory of basic human values with a different method of measurement" in Journal of Cross-cultural Psychology, Vol. 325, pp. 519-42.
81. Shrum, L.J., McCarty, J.A. and Loeffler, T.L. (1990), "Individual differences in value stability: are we really tapping true values?" in Advances in Consumer Research, Vol. 17, pp. 609-15.
82. Singh, J. (1995), "Measurement issues in cross-national research" in Journal of International Business Studies, Vol. 26, pp. 597-619.
83. Smith, A.M. and Reynolds, N.L. (2002), "Measuring cross-cultural service quality: a framework for assessment" in International Marketing Review, Vol. 194, No. 5, pp. 450-82.
84. Smith, P.B. and Schwartz, S. (1997), "Values" Berry, J.W., Segall, M.H. and Kagitcibasi, C. (Eds.), Handbook of Cross-cultural Psychology, Allyn and Bacon, Needham Heights, MA.
85. Soutar, G.N., Grainger, R. and Hedges, P. (1999), "Australian and Japanese value stereotypes: a two country study" in Journal of International Business Studies, Vol. 301, pp. 203-16.
86. Sperber, A.D., Devellis, R.F. and Boehlecke, B. (1994), "Cross-cultural translation: methodology and validation" in Journal of Cross-cultural Psychology, Vol. 254, pp. 501-24.
87. Steenkamp, J.B.E.M. (2001), "The role of national culture in international marketing research" in International Marketing Review, Vol. 181, pp. 30-40.
88. Steenkamp, J.B.E.M. and Baumgartner, H. (1998), "Assessing measurement invariance in cross-national consumer research" in Journal of Consumer Research, Vol. 251, pp. 78-90.
89. Steenkamp, J.B.E.M. and Ter-Hofstede, F. (2002), "International market segmentation: issues and perspectives" in International Journal of Research in Marketing, Vol. 19, pp. 185-213.
90. Straub, D., Loch, K., Evaristo, R., Karahanna, E. and Srite, M. (2002), "Toward a theory-based measurement of culture" in Journal of Global Information Management, Vol. 10, pp. 13-24.
91. Struch, N., Schwartz, S.H. and van der Kloot, W.A. (2002), "Meanings of basic values for women and men: a cross-cultural analysis" in Personality and Social Psychology Bulletin, Vol. 28, pp. 16-28.
92. Tan, C.T., McCullough, J. and Teoh, J. (1987), "An individual analysis approach to cross-cultural research" in Advances in Consumer Research, Vol. 14, pp. 392-7.
93. Ter Hofstede, F., Audenaert, A., Steenkamp, J.B.E.M. and Wedel, M. (1998), "An investigation into the association pattern technique as a quantitative approach to measuring means-end chains" in International Journal of Research in Marketing, Vol. 15, pp. 37-50.
94. Thompson, C.J. and Troester, M. (2002), "Consumer value systems in the age of postmodern fragmentation: the case of the natural health microculture" in Journal of Consumer Research, Vol. 284, pp. 550-72.
95. Triandis, H.C. (1972), The Analysis of Subjective Culture, Wiley-Interscience, New York, NY.
96. Valette-Florence, P. (1998), "A causal analysis of means-end hierarchies in a cross-cultural context: methodological refinements" in Journal of Business Research, Vol. 42, pp. 161-6.
97. Valette-Florence, P. and Rapacchi, B. (1991), "Improvements in means-end chain analysis" in Journal of Advertising Research, Febuary/March, pp. 30-45.
98. Valette-Florence, P., Sirieix, L., Grunert, K. and Nielsen, N. (1999), "Means-end chain analyses of fish consumption in Denmark and France: a multidimensional perspective" in Journal of Euromarketing, Vol. 81, No. 2, pp. 15-27.
99. Vandenberg, R.J. and Lance, C.E. (2000), "A review and synthesis of the measurement invariance literature: suggestions, practices, and recommendations for organisational research" in Organisational Research Methods, Vol. 31, pp. 4-70.
100. van de Vijver, F.J.R. and Leung, K. (1997), Methods and Data Analysis for Cross-cultural Research, Sage, Newbury Park, CA.
101. van Herk, H., Poortinga, Y.H. and Verhallen, T.M.M. (2005), "Equivalence of survey data: relevance for international marketing" in European Journal of Marketing, Vol. 393, No. 4, pp. 351-64.
102. van Raaij, W.F. (1978), "Cross-cultural research methodology as a case of construct validity" in Advances in Consumer Research, pp. 693-701.
103. Veloutsou, C., Gilbert, G.R., Moutinho, L.A. and Goode, M.M.H. (2005), "Measuring transaction-specific satisfaction in services" in European Journal of Marketing, Vol. 395, No. 6, pp. 606-28.
104. Verma, G. and Mallick, K. (1988), "Problems in cross-cultural research" Verma, C.K. and Bagley, C. (Eds.), Cross-cultural Studies of Personality, Attitudes and Cognition, Macmillan, London.
105. Vinson, D.E., Scott, J.E. and Lamont, L.M. (1977), "The role of personal values in marketing and consumer behaviour" in Journal of Marketing, Vol. 41, pp. 44-50.
106. Watkins, L. and Gnoth, J. (2005), "Methodological issues in using Kahle's list of values scale for Japanese tourism behaviour" in Journal of Vacation Marketing, Vol. 113, pp. 225-33.
107. Yaprak, A. (2003), "Measurement problems in cross-national consumer research: the state-of-the-art and future research directions" Jain, S. (Ed.), Handbook of Research in International Marketing, Edward Elgar, Northampton, MA.
108. You, X., O'Leary, J., Morrison, A. and Hong, G.-S. (2000), "A cross-cultural comparison of travel push and pull factors: United Kingdom vs Japan" in International Journal of Hospitality and Tourism Administration, Vol. 12, pp. 1-26.
109. Young, S. and Feigin, B. (1975), "Using the benefit chain for improved strategy formulation" in Journal of Marketing, Vol. 39, pp. 72-4.
110. Zavalloni, M. (1980), "Values" Triandis, H.C. and Brislin, R.W. (Eds.), Handbook of Cross-cultural Psychology, Vol. 5, Allyn & Bacon, Needham Heights, MA.
111. Berry, J.W., Poortinga, Y.H., Segall, M.H. and Dasen, P.R. (2002), Cross-cultural Psychology: Research and Applications, Cambridge University Press, Cambridge.
112. Buss, A.R. and Royce, J.R. (1975), "Detecting cross-cultural commonalities and differences: intergroup factor analysis" in Psychological Bulletin, Vol. 821, pp. 128-36.
113. Erez, M. and Earley, P.C. (1993), Culture, Self Identity, and Work, Oxford University Press, New York, NY.
114. Grunert, K.G., Grunert, S.C. and Beatty, S.E. (1989), "Cross-cultural research on consumer values" in Marketing & Research Today, Feburary, pp. 30-9.
115. Hofstede, G. (1980), Culture's Consequences: Comparing Values, Behaviours, Institutions and Organizations Across Nations, Sage, Thousand Oaks, CA.
116. Malhotra, N.K. and McCort, D.J. (2001), "A cross-cultural comparison of behavioural intention models" in International Marketing Review, Vol. 183, pp. 235-69.
117. Schwartz, S.H. and Bilsky, W. (1987), "Toward a universal psychological structure of human values" in Journal of Personality and Social Psychology, Vol. 533, pp. 550-62.
118. Trompenaars, F. (1993), Riding the Waves of Culture: Understanding Cultural Diversity in Business, Nicholas Brealey, London.