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Cross-Cultural Analysis of Response Bias - An Investigation of Psychological Likert-Scale Items in a Standardized International Travel Survey

Magdolen, Miriam

Abstract:
In travel behaviour research, an increasing number of travel surveys include attitudinal questions to determine the effects of the psychological dimension. In the case of international studies, the focus is on the comparability of the data collected and the results. Especially when attitudinal questions are used, a potential difference in the response behaviour of people from different cultures must be considered. Using the data from a standardized travel survey conducted in Shanghai (China), Berlin (Germany) and San Francisco (USA), we analyse, detect and compare different variations of response bias. We aim to investigate whether the given response behaviour results from different response strategies and whether there are cross-cultural differences. In the survey, an item set with 38 statements is used to question the respondents’ attitudes towards different means of transport. A 5-point Likert-scale is applied within a grid structure. This allows the participants to easily answer the questions. However, this also allows rapid answers without reading the single statements, which leads to poor data quality. There are several types of questionable response behaviour, e.g., Straightlining, where each item is assigned the same response category as the previous one. ... mehr



Zugehörige Institution(en) am KIT Institut für Verkehrswesen (IFV)
Publikationstyp Vortrag
Publikationsjahr 2019
Sprache Englisch
Identifikator KITopen-ID: 1000105928
Veranstaltung 8th European Survey Research Association Biennal Conference (ESRA 2019), Zagreb, Kroatien, 15.07.2019 – 19.07.2019
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