Cross-cultural analysis plan: interpretive and inferential problems 2

Undoubtedly, ensuring conceptual equivalence and achieving valid measures are the most challenging methodological problems of cross-cultural research. Central to these problems is the wide variation in language and meaning systems across cultural groups. Anthropologists have attempted to address the problem of conceptual equivalence with the distinction between ”emic” and ”etic.” Emics refer to local (single culture) meaning, function and structure, while etics are culture-free (or at least operate in more than one culture) aspects of the world (Pike 1966). A major problem in cross-cultural analysis is the use of emic concepts of one culture to explain characteristics of another culture. In fact, many cross-cultural studies involve the use of ”imposed etics,” that is Euro-American emics that are ”imposed blindly and even ethnocentrically on a set of phenomena which occur in other cultural systems” (Berry 1980, p. 12). A number of procedures have been developed to ensure emic-etic distinctions and to estimate the validity of such measures (Brislin 1980; Naroll, Michik, and Naroll 1980).
Addressing conceptual relevance in cross-cultural research does not, of course, ensure valid measures. All forms of data collection and analysis are dependent on implicit theories of language and communication (Cicourel 1964). As social scientists have come to learn more about communicative systems within and across cultures, there has been a growing awareness that problems related to language in cross-cultural analysis are not easily resolved. There is also a recognition that these problems go beyond the accurate translation of measurement instruments (Brislin 1970; Grimshaw 1973), to the incorporation of findings from studies on communicative competence across cultural groups into cross-cultural research (Briggs 1986; Gumperz 1982).
THE FUTURE OF CROSS-CULTURAL ANALYSIS
There is a solid basis for optimism regarding the future of cross-cultural analysis. Over the last twenty years there has been remarkable growth in international organizations and cooperation among international scholars in the social sciences. These developments have not only resulted in an increase in cross-cultural research, but also have led to necessary debates about the theoretical and methodological state of cross-cultural analysis (0yen 1990; Kohn 1989).