On 24 Jun 2005 at 16:52, A P wrote:
> I'm in the process of analyzing data from an international customer
> loyalty/satisfaction study. In the study we ask the respondent to rate
> their satisfaction (on a scale of 1-10) with a wide variety of different
> Part of this analysis will include comparing the results between
> countries. One of the questions I anticipate getting is how does
> culture play into the differences we see.
My experience is that problems can occur in the
translation of scales e.g. translating "slightly agree"
into say Italian. In other words, nuances in word
meanings have different interpretations when translated
back into english.
> Does anyone have any experience/information on how to handle cultural
> differences when analyzing data from rating questions?
Also the way each country uses scales, some people seem
to be better at using the whole of the scale even though
the ends of the scales might be anchored using "strongly
agree" and "strongly agree".
Perhaps a useful way of analying the scales so you can
make cross country comparisons would be to normalise the
scales i.e. subtract the means and divide by the
I wonder what Philip Moore might say, he has some very
sensible things to say about analysing likert sclaes.