Reliability Assessment for Cross-cultural Measurement Comparability

Nik Rahimah Nik Yacob, Ismail Rejab


The problem with measurement comparability in cross-cultural studies arises when researchers attempt to attribute differences in obtained scores to cultural inluences. It is a common approach among researchers in marketing to use a standardised instrument cross-culturally to ensure comparability. The author suggests the performance of reliability assessments as a basisfor determining the appropriateness of using standardised instruments although the evidence of comparability is inconclusive.


Masalah perbandingan pengukuran dalam kajian antara budaya timbul apabila penyelidik menganggap bahawa perbezaan dalam skor yang diperhatikan adalah berpunca dari pengaruh budaya. Satu pendekatan yang lazim dilaksanakan oleh penyelidik-penyelidik pemasaran bagi kajian antara budaya adalah dengan menggunakan instrumen pengukuran standard. Pengarang menyarankan penggunaan analisis reliabiliti bagi menentukan kesesuaianpenggunaan instrumen pengukuran standard walaupun penilaian tersebut tidak memberi bukti-bukti yang muktamad bahawa hasil pengukuran adalah sama antara budaya. 

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