Sellitto, Carmine ORCID: 0000-0001-6119-9242 and Phonthanukitithaworn, C (2016) A Reflection on Intercept Survey Use in Thailand: Some Cultural Considerations for Transnational Studies. Electronic Journal of Business Research Methods, 14 (1). 60 - 70. ISSN 1477-7029

Abstract

How people respond to research surveys has been of long standing interest to investigators. In this paper, we reflect on our experiences in using the intercept survey as part of a study that examined m‑payment in Thailand. The paper does not rep ort the findings of the original m‑payment study, but highlights how the cultural features of the target population were an important consideration at the survey translation, pilot testing and data collection stages. We propose that cultural features such as face‑to‑face interaction, the intrinsic notion of politeness (Kreng Jai) and conveying respect to potential participants (giving the Wai) as significant elements in achieving a relatively high participation rate. Survey translation occurred via mo derated discussions where the cultural dimensions of collectivism and personal status (relevant in high PDI societies) were observed to influence group dynamics. In the field, the intercept survey promoted direct engagement with people (preferred among st collectivism cultures), with respondents observed to be highly considerate of investigator needs and thus more likely to participate in the study.The paper�s contribution is one of highlighting the importance of considering national culture in the ini tial survey translation stage and later when collecting data in the field. Although a reflective piece, we believe that the findings have the potential to inform and assist researchers to improve the quality of their survey instruments and data responses in similar cultural settings.

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