The same customer survey is used by Toyota in Brazil and Japan.The survey gauges customer satisfaction via the use of a 10-point scale,where 1 indicates that the customer is "extremely dissatisfied" and 10 indicates that the customer is "extremely satisfied." A Brazilian consumer feels that he is marginally satisfied,so he circles the answer "8." A Japanese customer who is enthusiastically satisfied circles the answer "8." This example illustrates that there are often cross-cultural differences in ____.

Question

Quizplus · Accepted Answer

The example given highlights the lack of scalar equivalence, which refers to the extent to which individuals in different cultures interpret and use response scales consistently. In this case, the Brazilian and Japanese customers had different interpretations of what an "8" means, indicating a lack of scalar equivalence. Courtesy bias refers to the tendency to give socially desirable responses, parallel translation refers to the process of translating between languages without losing meaning, and scale frames refer to the context in which the scale is presented.

The Same Customer Survey Is Used by Toyota in Brazil