In a short essay, discuss issues related to scale anchors in international research

What will be an ideal response?

Respondents may be asked to indicate the verbal descriptors for the extreme scale categories (anchors) before positioning an object along the scale. This approach is useful when conducting attitude research related to cultural norms (for example, attitude toward friends). Suppose the researcher is interested in measuring the influence of friends on the purchase of personal clothing in a cross-cultural study involving students in the United States and India. The question asked is, "To what extent should your friends influence your purchase of personal clothing?" The responses are obtained on a seven-point scale. Respondents in India may provide the anchors as 1 = little, 7 = much. Respondents in the United States may provide different anchors: 1 = not at all, 7 = a great deal. Such scales have proven to be universally adaptable because they are relatively insensitive to differences in educational level across countries. On the other hand, if the researchers specify the anchors, they should pay special attention to determining equivalent verbal descriptors in different languages and cultures. The end descriptors used to anchor the scale are particularly prone to different interpretations. Additionally, the scale numbering may have different meanings. In some cultures, 1 may be interpreted as best, while in others it may be interpreted as worst, regardless of how it is scaled (1 = best, 7 = worst, or 1 = worst, 7 = best). In such cases, it may be desirable to avoid numbers and to just use boxes that respondent can check . It is important that the scale end points and the verbal descriptors be employed in a manner that is consistent with the culture.