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Customers from different cultures might have different expectations and perceptions of quality, leading to different levels of satisfaction. Together with the construct and measurement equivalence issues of cross-cultural surveys, this raises the question of the comparability of customer satisfaction measurements across countries. The purpose of this study is to evaluate the survey method of anchoring vignettes as a tool for improving the comparability of customer satisfaction measurements across countries and to shed some light on cultural influences on customer satisfaction measurements.

Based on the models of American Customer Satisfaction Index and European Performance Satisfaction Index, the authors designed and conducted a survey using the method of anchoring vignettes to measure and compare customer satisfaction with mobile phone services in four countries – Costa Rica, Poland, Sweden and Thailand. The survey was carried out with young adults aged 20–30 years, who were mostly university students.

This study demonstrates how anchoring vignettes can be used to mitigate cultural bias in customer satisfaction surveys and to improve both construct and measurement equivalence of the questionnaire. The results show that different conclusions on cross-cultural benchmarking of customer satisfaction would be drawn when using a traditional survey compared to the anchoring vignettes method.

This paper evaluates the survey method of anchoring vignettes as a potential quantitative research method for studying customer satisfaction across countries. The results also contribute to customer satisfaction research as these shed some light onto how culture influences customer satisfaction measurements. The practical implication for firms and managers is that allocating resources among different countries based on traditional customer satisfaction surveys may be misleading.

The aim of this paper is to suggest and demonstrate how anchoring vignettes, as a survey instrument, can be applied to study quality management (QM) across cultures. Cultural differences may create challenges in QM. Quantitative surveys are commonly used to study QM practices but do not consider the cultural bias in the survey results. An important question is how to study QM so that the results are comparable across cultures. Herein, the use of anchoring vignettes is suggested to reduce the problem of cross-cultural incomparability.

This paper focuses on developing and testing vignettes for studying QM. Based on previous survey studies, two vignettes for each QM dimension are developed. The vignettes are then tested with two pilot tests on the web-based survey platform.

The paper provides a concrete example of how a survey using anchoring vignettes could be designed and used to deal with cultural bias in QM survey Based on hypothetical examples from Swedish and Indian cultures, the results from pilot studies evaluating vignettes are promising and show the applicability of the proposed method. Anchoring vignettes may help to provide more accurate survey results and thereby contribute to understanding of cross-cultural differences in QM practices. One of the challenges is the design of vignettes, which requires high precision and several tests to make the method work.

The paper discusses the potential of using anchoring vignettes to study QM practices across cultures. This may contribute to better understanding of QM practices in an international context, and thereby help improve QM practices in multinational organisations.

The purpose of this paper is to explore the consequences of doing research that uses qualitative approaches. Anchored in a process ontology, this paper starts from the idea that doing research implies a performance in which the researcher is fully immersed, and explores the implications of the processual nature of doing research.

The paper takes use of vignettes; short stories of research in action, told by different researchers that are analyzed to reveal the richness of the situation in question. These vignettes illustrate how performing qualitative research is an emotional, embodied and deeply personal experience.

The authors show that when grounding qualitative research in a process ontology, research is the fruit of the researcher's performance: doing research is performing it, and performing it cannot happen without feeling a wide range of emotions, without appealing to who we are or without questioning what we are doing. Thus, this exploration reveals that doing research is a rich, complex and multi‐level experience that mobilizes the whole person conducting this inquiry – that is, that doing research takes the form of a thick performance.

The value of the paper lies in its roots in a process ontology to understand the doing of qualitative research, which makes it possible to fully acknowledge the importance of subjectivity in all the steps that make up the research endeavor, from the fieldwork to writing – thus offering not only a richer image of what research is about, but an image that is also closer to the experience of doing it.

Anchoring vignettes have become a popular method to adjust self-assessed data for systematic differences in reporting behaviour to aid comparability, for example, of cross-country analyses. The method relies on the two fundamental assumptions of response consistency and vignette equivalence. Evidence on the validity of these assumptions is equivocal. This chapter considers the utility of the vignette approach by considering how successful the method is in moving self-assessed reports of health mobility towards objective counterparts. We draw on data from the Survey of Health, Ageing and Retirement in Europe (SHARE) and undertake pairwise country comparisons of cumulative distributions of self-reports, their objective counterparts and vignette adjusted reports. Comparison of distributions is based on tests for stochastic dominance. Multiple cross-country comparisons are undertaken to assess the consistency of results across contexts and settings. Both non-parametric and parametric approaches to vignette adjustment are considered. In general, we find the anchoring vignette methodology poorly reconciles self-reported data with objective counterparts.

Hypothetical vignettes have been used as a research method in the social sciences for many years and are useful for examining and understanding ethical problems in clinical practice, research, and policy. This chapter provides an overview of the value of vignettes in empirical bioethics research, discusses how to develop and utilize vignettes when considering ethics-related research questions, and reviews strategies for evaluating psychometric properties. We provide examples of vignettes and how they have been used in bioethics research, and examine their relevance to advancing bioethics. The chapter concludes with the general strengths and limitations of hypothetical vignettes and how these should be considered.

Middle managers’ intrapreneurial actions can be a powerful source of organizational adaptation and strategic renewal. Better understanding what drives such intrapreneurial actions is important, yet requires data, which allows testing directional claims. For example, whereas autonomy and supportive leadership might be antecedents to such intrapreneurial behavior, it equally seems possible that firms delegate more autonomy to individuals behaving entrepreneurially (rather than being “lazy”) or that senior managers are more inclined to show support for individuals engaging in entrepreneurial action. Lagged or longitudinal survey evidence to test whether autonomy and leadership support are antecedents of intrapreneurship or consequences, is – like for many other questions in research on strategic responsiveness – hard and expensive to collect. Vignette experiments (also called factorial surveys or conjoint studies) may be a way out – especially when combined with cross-sectional evidence. The present chapter illustrates this approach by studying the relations among autonomy, supportive leadership, and intrapreneurship by means of a vignette experiment and a cross-sectional field survey. The findings suggest that autonomy and supportive leadership are indeed antecedents to intrapreneurial behavior and illustrate the value of vignette experiments for research on strategic responsiveness.

This exploratory survey aimed to investigate and to explore, using the vignette methodology, community perceptions of mental disorder in a rural area in Greece. The influence of the nature of the problematic behaviour depicted in the vignettes, the gender of the vignette actor and the demographic characteristics of respondents were also examined.A series of vignettes in combination with an open‐ended response format were used. Fifty face‐to‐face interviews were carried out with residents in a rural community area in Crete. A thematic analysis was employed.It was found that the type of symptomatology influenced respondents' reactions. Social environmental factors, childhood experiences and personality characteristics were more likely to be offered as ætiological factors for depression, anxiety and schizophrenia with negative symptoms. In contrast, the positive symptoms of schizophrenia and paranoia were more likely to be attributed to biological factors. The respondents expressed a remarkably reserved attitude towards psychiatrists and use of psychotropic drugs. Psychological assistance and social support were more likely to be recommended as treatment methods. The gender of the vignette actor influenced respondents' reactions in relation to schizophrenia with positive symptoms and schizophrenia with negative symptoms. Respondents' gender and age were found to have no influence.Vignette methodology was proved to be a valuable tool to demonstrate the complexity of lay perceptions concerning mental disorder. Respondents clearly expressed a need for mental health education indicating future implications for interventions in this area.

The aim of this paper is to demonstrate and discuss a number of child-centric research methods/stimuli involving young children (5-6 years old) in interviews without, and subsequently with their parents. Existing and new methods were selected and developed for a study which aimed at obtaining insights into parents’ and young children’s understandings of children’s influence and family interaction with regard to family food consumption practices.

A total of 35 children were interviewed using semi-structured interviews in five kindergartens. Subsequently, 13 families were interviewed in their homes. The latter interviews included the same children as were interviewed in the kindergarten. The methods discussed include drawings, a desert-island-choice task, a sentence completion task, photographs, vignettes and a video-clip.

When interviewing young children about family decision making influence, the use of engaging methods contributes to the quality of data achieved and to the participants’ enjoyment of their participation. Care should be taken not to overload children with exercises. Visual rather than verbal methods worked better for engaging the children in the research process; for parents all included methods worked well.

The current study shows that a method developed specifically for the study (desert-island-choice task) was apt at including all family members’ perspectives; future studies should develop methods that capture shared rather than individual experiences. The study was carried out in wealthy areas in Denmark. It would be highly relevant to broaden the sample to other socio-economic and cultural contexts.

The study is based on interviews with children usually deemed too young to interview. The contribution is novel methods that allow for studying the interaction between children and parents and that are not based on reading and writing skills to access the perspectives of 5-6-year old children. Precautions regarding using existing methods are offered.

Recent studies have introduced new productive theoretical orientations to the vignette studies. There is not, however, sufficient analytical discussion on how the vignettes can be used in qualitative interviews for different functions. The paper aims to discuss this issue.

Whatever theoretical framing the researcher decides to apply in qualitative interviews using vignettes, the paper proposes that it is always important to consider in what way the chosen vignettes refer to the object under examination, whether they represent it as clues (metonyms, symptoms, enigmatic traces), as microcosms (icons, metaphors, totems, ideal types, homologies) or as provokers (anomalies, taboos, controversies).

When vignettes are used as clues in interviews, they can be introduced as puzzling traces, tracks or indexes which together with the interview questions carry out the interviewees to metonymic reasoning. When vignettes are used in interviews as microcosms, the interview questions are built so that they encourage the interviewees to consider the vignettes as icons that mimic reality or realities, their actors, situations, acts, events and processes. And when vignettes are used as provokers, they are selected and produced so that they challenge the forms, boundaries, meanings and habits of the well-known and plausible realities of the interviewees.

The paper demonstrates with examples how vignettes function in the interviews as clues, microcosms or provokers and shows why it is important to pay attention to this.