A series of studies over a number of years has demonstrated convincingly that accurate measurement of cross-cultural attitudes and perceptions is possible. The success of the studies amongst a diversity of language and cultural groups was largely attributable to the contribution of qualitative research at all stages in the design and execution of the surveys.
This paper addresses the problems associated with using rating scale techniques in cross-cultural research. The objective of the study was to assess which of four types of rating scale (verbal, numerical, visual and graphic line) was the most appropriate to use among English, Afrikaans, Coloured, Indian, Xhosa, Northern Sotho and Zulu respondents.
The purpose of the study was to select the most appropriate scale for the measurement of Africans' satisfaction with their transport services . Four types of scale (verbal, numerical, visual and graphic) were selected. Two types of each of these scales were tested, making 8 scales in all. The sample consisted of 273 respondents, all of whom made a similar journey to work each day. Five aspects of the respondents' transport to work served as the validation criteria for the scales. An important criterion for selecting the most appropriate scale was suitability for use among illiterates.
The purpose of the study was to select the most appropriate scale for the measurement of Africans' satisfaction with their transport services. Four types of scale (verbal, numerical, visual and graphic) were selected. Two types of each of these scales were tested, making 8 scales in all. The sample consisted of 273 respondents, all of whom made a similar journey to work each day. Five aspects of the respondents' transport to work served as the validation criteria for the scales. An important criterion for selecting the most appropriate scale was suitability for use among illiterates.