Rating versus ranking: What is the best way to reduce response and language bias in cross-national research?
2009 (English)In: International Business Review, ISSN 0969-5931, Vol. 18, no 4, 417-432 p.Article in journal (Refereed) Published
We propose solutions to two recurring problems in cross-national research: response style differences and language bias. In order to do so, we conduct a methodological comparison of two different response formats-rating and ranking. For rating, we assess the effect of changing the commonly used 5-point Likert scales to 7-point Likert scales. For ranking, we evaluate the validity of presenting respondents with short scenarios for which they need to rank their top 3 solutions. Our results - based on two studies of 1965 undergraduate and 1714 MBA students in 16 different countries - confirm our hypotheses that both solutions reduce response and language bias, but show that ranking generally is a superior solution. These findings allow researchers to have greater confidence in the validity of cross-national differences if these response formats are used, instead of the more traditional 5-point Likert scales. In addition, our findings have several practical implications for multinational corporations, relating to issues such as selection interviews, performance appraisals, and cross-cultural training.
Place, publisher, year, edition, pages
2009. Vol. 18, no 4, 417-432 p.
Cross-national research, Research methods, Response style differences, Language bias, Survey research
Economics and Business
IdentifiersURN: urn:nbn:se:uu:diva-139602DOI: 10.1016/j.ibusrev.2009.03.001ISI: 000268417200008OAI: oai:DiVA.org:uu-139602DiVA: diva2:381731