aiaCONNECT

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Several decades ago, a Dutch researcher, Geert Hofstede, observed that cultural traits and behaviors can be measured along four scales: 

1. Individualism versus Collectivism (Degree of belief in individual versus group accountability);

2. Uncertainty Avoidance (Preference of structured versus ambiguous situations);

3. Power Distance (Importance of separation of individuals based on rank or authority); and

4. Masculinity versus Femininity (Predominance of typically masculine or feminine traits or values).

When market researchers are evaluating study results obtained from their own country, the similarities that exist in these four dimensions of culture are often taken for granted.

When researchers move outside of their own point of reference, however, interpreting data collected from other countries or cultures requires a different context. Individuals have a natural tendency to use their own cultural standards when judging others. This is called the self-reference criterion and it is often done unconsciously.

Market researchers who work on international or cross-cultural studies should possess an understanding of where their target country falls on Hofstede’s continuum of cultural values. Disregarding these differences may lead to inaccurate data analysis and misleading statistical results.

The easiest and most efficient way to educate your global market research group is with cross-cultural training by Atkins International Associates. Our trainers can provide an overview of the country or region where market research will be conducted, answer questions from team members, and remain available for follow up guidance throughout the life of the study.

 ©aiaTranslations 2009

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