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enhancing the validity and cross-cultural comparability of
American Political Science Review Vol. 98, No. 1 February 2004
Enhancing the Validity and Cross-Cultural Comparability
of Measurement in Survey Research
GARY KING Harvard University
CHRISTOPHER J. L. MURRAY World Health Organization
JOSHUA A. SALOMON Harvard University
AJAY TANDON World Health Organization
The version of this article published in the November 2003 issue contained
printing errors. This corrected version replaces it.
e address two long-standing survey research problems: measuring complicated concepts, such
as political freedom and efficacy, that researchers define best with reference to examples; and
Wwhat to do when respondents interpret identical questions in different ways. Scholars have
long addressed these problems with approaches to reduce incomparability, such as writing more concrete
questions—with uneven success. Our alternative is to measure directly response category incomparability
and to correct for it. We measure incomparability via respondents’ assessments, on the same scale as the
self-assessments to be corrected, of hypothetical individuals described in short vignettes. Because the
actual (but not necessarily reported) levels of the vignettes are invariant over respondents, variability in
vignette answers reveals incomparability. Our corrections require either simple recodes or a statistical
model designed to save survey administration costs. With analysis, simulations, and cross-national surveys,
we show how response incomparability can drastically mislead survey researchers and how our approach
can alleviate this problem.
he discipline of political science is built on the- dergirding this superstructure of theory and causality
ory, including a rough agreement on normative
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