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Problems in the use of rating scales in cross-cultural research

Date of publication: June 15, 1984

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Pat van der Reis

Abstract:

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.

Pat van der Reis

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Citation

van der Reis, P. (1984a, June 15). Problems in the use of rating scales in cross-cultural research. ANA - ESOMAR. Retrieved October 31, 2025, from


https://ana.esomar.org/documents/cross-cultural-qualitative-research