Does Culture Matter? Assessing Response Biases in Cross-National Survey Research

International Journal of Research in Marketing, Forthcoming

Marshall School of Business Working Paper No. MKT 19-10

47 Pages Posted: 18 Aug 2010 Last revised: 23 Nov 2010

See all articles by Gerard J. Tellis

Gerard J. Tellis

University of Southern California - Marshall School of Business, Department of Marketing

Deepa Chandrasekaran

University of Texas at Austin

Date Written: August 16, 2010

Abstract

Survey research is fraught with serious response tendencies. This study examines the extent and impact of three important response tendencies: socially desirable responding, yea-saying, and nay-saying, in cross-national research. From a survey of 5569 respondents across 15 countries, the study finds evidence of substantial differences across countries. Socially desirable responding is highest in Singapore and Italy, yea-saying is highest in Brazil and India, and nay-saying is highest in Netherlands and Japan. These response tendencies lead to erroneous conclusions about innovativeness based on surveys as compared to that based on market penetration of new products, over-reporting or under-reporting of innovative traits and over-reporting of adoption of new products. Overall, negatively valenced items show the least susceptibility to these response tendencies, can help predict both actual penetration at the aggregate level as well as individual probabilities of adoption, and should be included in cross-national surveys.

Keywords: Response styles, Biases, Socially desirable responding, Cross-national research, International marketing, Consumer innovativeness, Survey research

Suggested Citation

Tellis, Gerard J. and Chandrasekaran, Deepa, Does Culture Matter? Assessing Response Biases in Cross-National Survey Research (August 16, 2010). International Journal of Research in Marketing, Forthcoming; Marshall School of Business Working Paper No. MKT 19-10. Available at SSRN: https://ssrn.com/abstract=1659911

Gerard J. Tellis

University of Southern California - Marshall School of Business, Department of Marketing ( email )

Hoffman Hall 701
Los Angeles, CA 90089-0443
United States
213-740-5031 (Phone)
213-740-7828 (Fax)

HOME PAGE: http://gtellis.net

Deepa Chandrasekaran (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States
3236330823 (Phone)

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