Question Comprehension and Response: Implications of Individualism and Collectivism

Abstract

We integrate cross-cultural literature with broader literature in survey methodology, human cognition, and communication. First, we briefly review recent work in cognitive survey methodology that advances our understanding of the processes underlying question comprehension and response. Then, using a process model of cultural influence, we provide a framework for hypothesizing how cross-cultural differences may systematically influence the meaning respondents make of the questions that researchers ask, how memory is organized, and subjective theories about what constitutes an appropriate answer and therefore the answers participants are likely to give.

Citation

Uskul, A.K. and Oyserman, D. (2006), "Question Comprehension and Response: Implications of Individualism and Collectivism", Chen, Y.-R. (Ed.) National Culture and Groups (Research on Managing Groups and Teams, Vol. 9), Emerald Group Publishing Limited, Leeds, pp. 173-201. https://doi.org/10.1016/S1534-0856(06)09008-6