Cross-cultural research is becoming increasingly popular, but many researchers are failing to understand the unique challenges it poses. Cross cultural psychology explores how culture influences behavior and attitudes, and cultural psychologists aim to study subjects from two or more cultures using equivalent methods of measurements (Triandis & Brislin, 1984).
This research can often be difficult to conduct, and as someone in the midst of working through these problems in our lab, I’ve noticed some of these difficulties. I’m sharing what I’ve learned here as a quick guide to both help other researchers design better studies and help readers know enough background to better evaluate this research.
Five Challenges of Cross Cultural Research
The research question and design should be very clear before embarking on cross-cultural research. And when I say clear, I mean crystal clear. What are the specific hypotheses? What analysis will you run? Do you have variables that will allow you to run those tests? Do you have proper controls?
Always start with a pilot study with at least one of the target cultures (or a population in your home country), because it’s surprising how many things sometimes just don’t work. For instance, when conducting survey research, it’s important to test your constructs, such as sub-scales. If you’re going to spend thousands of dollars and months working on a project, make sure your scales work with your population, and don’t just assume it’ll work based on past research.
How can you express the exact same idea in several languages? Or in the same language but to different cultural populations, such as British vs. American, or urban vs. rural? Again, pilot testing is key. Don’t just show it to a few research assistants who speak the language, get it out to the people that you’ll be studying.
How should you actually translate? We recommend the forward-backward method, where the translated document is translated back to the original language for comparison.
As a cross-cultural researcher, you must standardize processes, settings, and other factors of your research so that the only difference between your samples is their culture. Prepare documents like protocols and scripts for experimenters, and go over them again and again. Different cultures have different customs and social behaviors, and those social behaviors, even if they’re as small as how to administer a survey in a coffee shop, cannot vary across studies without jeopardizing the data. This is problematic when you have just one culture, one survey, and one research assistant. When you have ten cultures, one survey in different languages, and many research assistants across the globe, things can get very messy, fast. Remember though, if things are messy, then it’s important to be honest about it in the write up. In the modern age of ‘imperfect’ data, reviewers are looking for and respectful of honesty.
4. Cultural Customs:
Try to have a local person or team who is willing to be involved in the implementation of the project; they will contribute greatly with local advice and organization.
There will be many local factors that you won’t be aware of if you’re not familiar with the culture. For example, you may not know where to collect data, how to deal with local businesses while asking permission, or even how to approach subjects in a nice and professional way. Things like these may vary across countries, and locals are the only ones who can fill you in. It’s also important to understand all these differences before collecting data. For instance, a methodology might work well in one cultural but, because of social norms, not in another. Again, pilot test and know as much as you can ahead of time.
5. Paying Participants:
Does your study involve paying participants? If so, make sure to adjust that payment considering the cost of living of each country. Remember $1 in the USA is not the same as $1 in other countries, so you must make payments equivalent! We recommend indexes like the Purchasing Power Parity Index (World Bank) or the Big Mac Index (The Economist). Also consider whether your samples are used to being paid to do experiments and if your payment varies from this normal payment model.
In the end, the most important thing to remember with cross-cultural psychology is to plan ahead. When evaluating cross-cultural research in journals or news articles, the critical reader should consider what factors the researchers might have overlooked.
One final consideration is to remember that all research is only part of the puzzle. There is no definitive cross-cultural psychological paper, and there never will be. So it’s important to keep each finding in perspective.
Further readings about cross-cultural psychology:
- Keith, K. Cross-Cultural Psychology: Contemporary Themes and Perspectives.
- Shiraev, E. B. & Levy, D. A. (2010). Cross-cultural psychology: critical thinking and contemporary applications (4th ed.). Boston: Pearson/Allyn Bacon.
- Triandis, H. C., & Brislin, R. W. (1984). Cross-cultural psychology. American Psychologist, 39(9), 1006-1016. doi: 10.1037/0003-066X.39.9.1006
- Hofstede, G., Culture’s Consequences: Comparing Values, Behaviors, Institutions and Organizations Across Nations