The use of English questionnaires in cross-national research

Cross-national research is plagued by many obstacles. This article focuses on one of these obstacles: the fact that research in more than one country usually involves subjects with different native languages. We investigated whether the language of the questionnaire influences response patterns. More specifically we tested the cultural accommodation hypothesis: Do respondents subconsciously adjust their responses in a way that reflects the cultural values associated with the language of the questionnaire? We tested this hypothesis with a sample of 3,419 undergraduate students in 24 countries. Half of the students in each country received an English-language questionnaire, while the other half received the same questionnaire in their native language. Three types of questions were included in the questionnaire: questions about cultural norms and values, questions about characteristics of the ideal type of jobs that students would prefer after graduation, and questions about reasons for choosing elective subjects in their studies. Comparison with a comparison group of US students showed cultural accommodation to be present in a substantial proportion of the comparisons for all three types of questions. Consequences and recommendations for cross-national research are discussed.