Emic vs Etic
THE EMIC VERSUS ETIC DILEMMA IN CROSS CULTURAL MARKETING RE... Page 1 of 8
THE EMIC VERSUS ETIC DILEMMA IN CROSS CULTURAL MARKETING RESEARCH: A PERSONAL CONSTRUCT THEORY PERSPECTIVE Richard E. Plank, Western Michigan University ABSTRACT Cross-cultural research in marketing, particularly involving the measurement of behaviors and attitudes using methodologies which require the respondent to respond to scale type questions, is difficult as well as time and resource intensive. A major issue is the so called emic versus etic dilemma which focuses on whether or not the measure is culture bound (EMIC) or can be used across all cultures (ETIC). This paper argues, based on personal construct theory, that behavioral type measures or scales must be examined within each cultural domain to determine if the construct and its measure is relevant in cultural context and provides a method to do it. INTRODUCTION Surprisingly, there has been little research on the topic of etic versus emic scales and the problem of cultural impact on meaning and scaling of constructs. (Herche, Swenson, and Verbeke 1996). Emic instruments, those which are culture bound, if used in inappropriate research venues result in research which is neither valid nor reliable in any sense. Since marketing scholars often use scaling methodologies, often using scales borrowed from other contexts, notably from psychological research, and since most of these scales have been developed in the U.S., it is important to determine if the scales are appropriate for use in other cultures. Obviously, in developing new constructs and measures of those constructs, the pursuit of etic concepts, if possible, allows for cross-cultural research. Yu, Keown, and Jacobs (1993) in reviewing attitude scaling for cross-cultural research cite six major methodological issues; functional equivalence, conceptual equivalence, instrument equivalence, sample selection, data collection methods, and data analysis. Conceptual and instrument
THE EMIC VERSUS ETIC DILEMMA IN CROSS CULTURAL MARKETING RESEARCH: A PERSONAL CONSTRUCT THEORY PERSPECTIVE Richard E. Plank, Western Michigan University ABSTRACT Cross-cultural research in marketing, particularly involving the measurement of behaviors and attitudes using methodologies which require the respondent to respond to scale type questions, is difficult as well as time and resource intensive. A major issue is the so called emic versus etic dilemma which focuses on whether or not the measure is culture bound (EMIC) or can be used across all cultures (ETIC). This paper argues, based on personal construct theory, that behavioral type measures or scales must be examined within each cultural domain to determine if the construct and its measure is relevant in cultural context and provides a method to do it. INTRODUCTION Surprisingly, there has been little research on the topic of etic versus emic scales and the problem of cultural impact on meaning and scaling of constructs. (Herche, Swenson, and Verbeke 1996). Emic instruments, those which are culture bound, if used in inappropriate research venues result in research which is neither valid nor reliable in any sense. Since marketing scholars often use scaling methodologies, often using scales borrowed from other contexts, notably from psychological research, and since most of these scales have been developed in the U.S., it is important to determine if the scales are appropriate for use in other cultures. Obviously, in developing new constructs and measures of those constructs, the pursuit of etic concepts, if possible, allows for cross-cultural research. Yu, Keown, and Jacobs (1993) in reviewing attitude scaling for cross-cultural research cite six major methodological issues; functional equivalence, conceptual equivalence, instrument equivalence, sample selection, data collection methods, and data analysis. Conceptual and instrument