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Title:

Culture Specific Scale for Semi Urban and Rural India

Author:

Modgil, N.

Abstract:

This study aims to explore a culturally appropriate scale which is devised as an alternate to Likert Scale, for research in rural and semi-urban India. The purpose of this study is to examine the Likert Scale in terms of its ability to detect the intensity of feeling that respondents have about their attitudes. An alternative format is proposed and tested against the standard approach.During the study, twenty-four users were interviewed. Twelve users were shown regular Likert scale and twelve users were shown Culture Specific Scale (Shagun Scale) while the tasks remained uniform across the sample. In general, number of negative and positive extreme responses chosen was higher on Culture specific scale (Shagun Scale) than that on the regular Likert scale. Shagun Scale thus enables a direct numerical measurement with culturally appropriate measurement categories.

Original publication:

Minoi, J. & Yeo, A. & Abdelnour-Nocera. Designing for Global Markets 10, 21-29. 10th International Workshop on Internationalization of Products and Systems. Kuching, Malaysia. July 11-14, 2011.

Copyright:

© 2011 Product & Systems Internationalisation, Inc. ISBN: 0-9722184-6-7

Availability:

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©2017 Product & System Internationalisation, Inc.