Methodologies for Cross-Cultural Comparisons of Subjective Experiences

Abstract

This chapter addresses how cross-cultural comparisons can magnify response biases, and it provides guidelines for selecting a survey methodology which minimizes these confounds. The tendency for response biases to be compounded by cross-cultural comparison is discussed in terms of research methodology (the collection of momentary versus retrospective reports) and research subject (episodic versus semantic knowledge). An overview of three methodologies is provided: global self-report measures (including those sourced from existing archival datasets), experience sampling methodologies (ESM), and the day reconstruction method; the logistical and theoretical strengths and weaknesses of each method are compared. The intention of this chapter is to (a) illustrate how culture can interact with response biases, resulting in interactions which—if mishandled—can threaten the validity of comparative studies, and (b) assist researchers in minimizing this risk via the selection of an appropriate research methodology according to their own theoretical interests and logistical limitations.