1. PSYC313-04B Cross-Cultural Studies The Emic-Etic Dilemma: Measurement problems in cross- cultural research Michael Hills, PhD

2. 2 THE EMIC-ETIC DILEMMA Introduction Psych research difficult to conduct validly anyway C-C psych research even more difficult: –language –social norms of communication etc. –inappropriateness of : theories concepts methods instruments

3. 3 THE EMIC-ETIC DILEMMA What to Measure? A behaviour in one culture may reflect quite a different motive from the same behaviour in another. Thus we have to find behaviours that are “functionally equivalent” There are some universals in human behaviour. But behavioural manifestations of them vary. However Research must decide whether to focus on the specific or the universal. –Specific = emic –Universal = etic. (From phonetic and phonemic) –ie; study from inside (emic) or outside (etic) the system?

4. 4 EMIC-ETIC DILEMMA What to Measure (Continued)? If only emic viewpoint accepted, then no research could occur Berry therefore says –Start with emic in own culture –Move to imposed etic –Learn about other culture –Compare own emic and other emic –Decide whether comparison possible –Where possible look for universals, and so DERIVE an etic –(See Figure on next slide)

5. 5 Emic A Impose Etic Emic B Emic A Emic B Emic A Emic B Research ActivityCulture ACulture B 1. Begin research in own culture 3. Discover other culture 2. Transport research to other culture 4. Compare the two cultures 5-1. Comparison not possible 5-2. Comparison possible Derived Etic Research Activity

6. 6 EMIC-ETIC DILEMMA How To Measure? Measures developed in one culture inappropriate for another. A test is a sample of behaviour –If behaviour resulting from Independent Variable varies between cultures, then sample appropriate for one culture may be inappropriate for another. Concept of test itself is culture-specific - as is the motivation to achieve at them.

7. 7 EMIC-ETIC DILEMMA How to Measure (Continued) Culture-free and culture-fair tests have not succeeded. –Culture-fair assumes that test is equally unfamiliar to all cultures - impossible. –Alternatively each culture develops its own form of a test (emic). Equivalence almost impossible to establish. Thus test must be defined in terms of the behaviour in which we are interested –Motive and affect much more difficult to define equivalently.

8. 8 EMIC-ETIC DILEMMA Sampling A sample is a representative segment of the population However populations differ culturally Therefore samples must also differ. So how can they be compared? Only by controlling for extraneous variables. Thus only by comparing THREE cultures, holding only the variable in which we are interested constant

9. 9 EMIC-ETIC DILEMMA Sampling (Continued) Volunteering biases samples –Differently in different cultures. But truly random samples are almost impossible to obtain. Therefore participants are commonly those more accessible who may not represent the population on the variable in which we are interested.

10. 10 EMIC-ETIC DILEMMA Test Administration Misinterpretations by researcher and by participant Therefore “lie” tests necessary to check validity of responses. Thus C-C research is difficult - but not impossible.