Survey Research in a Cross-Cultural Context

Dit vak wordt in het Engels aangeboden. Omschrijvingen kunnen daardoor mogelijk alleen in het Engels worden weergegeven.

Doel vak

• Demonstrate a critical understanding of the challenges in survey
research: survey development, sampling, and survey data-analysis.
• Demonstrate a critical understanding of scales to measure constructs
and to develop a model using these constructs
• Develop the ability to develop questionnaires in a cross-national
context, while taking into account issues such as translation-,
construct- and measurement equivalence.
• Be able to perform analyses in SPSS on large-scale cross-national data
sets covering several nations. The emphasis will be on doing
reproducible research using SPSS-syntax with a focus on scale
development, regression- and factor analysis.

Inhoud vak

The role of survey research in marketing is important to understand why
people are more innovative, or less or more willing to, for example, buy
products. Survey research is a substantial part of the research done in
marketing and is often done across several countries. The focus in this
course is on survey research methodology.

In this course you will learn the key issues when performing survey
research. The course is built upon the two pillars in survey research:
(1) measurement, referring to the content of the study and (2)
representation referring to the population to study and sampling. The
key issue in survey research is the reduction of total survey error,
enabling researchers to make valid and reliable inferences about their
topic of interest. Therefore in the course, ample attention is paid to
measurement and the scales used to measure marketing constructs. To be
able to get insight into differences and similarities between countries,
equivalence or comparability of marketing constructs across countries is
a prerequisite. Therefore, issues ex ante and ex post data collection
are addressed that can enhance the validity and reliability of
cross-cultural survey research.

Many examples in the course will be in a cross-national context: issues
will be illustrated using constructs used in the international marketing
and cross-cultural consumer research literature such as the values
framework of Schwartz and consumer ethnocentrism.

The datasets used in the course will be survey data collected by the
coordinator during class as well as large real-life international survey
data. After the course you will have the knowledge to develop your own
questionnaire (in your native language or translated), collect your own
data, and analyse these data using SPSS.


Lectures (4 hours)
Tutorial (2 hours,attendance compulsory)


Written exam (70%)
Assignment (30%)

Algemene informatie

Studiepunten 6 EC
Periode P4
Vakniveau 400
Onderwijstaal Engels
Faculteit School of Business and Economics
Vakcoördinator prof. dr. H. van Herk
Examinator prof. dr. H. van Herk
Docenten prof. dr. H. van Herk

Praktische informatie

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Werkvormen Hoorcollege, Werkgroep

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