The Repeptory Grid Technique as a method for the study of cultural differences

O. Tomico, E. Karapanos, P.D. Lévy, N. Mizutani, T. Yamanaka

Research output: Contribution to journalArticleAcademicpeer-review

23 Citations (Scopus)
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Abstract

Culture is typically approached in the field of design through generic, cross-domain constructs. In this paper we provide an alternative methodological approach to exploring cross-cultural differences by studying the idiosyncratic views of individuals with regard to existing products. We operationalize this approach through the Repertory Grid Technique, a structured interview technique motivated by Kelly’s Personal Construct Theory, and propose a content-analytic procedure combining quantitative and qualitative information. We further propose the use of three distinct metrics in the analysis of personal constructs: dominance, importance, and descriptive richness. Dominance of a construct is measured through the relative percentage of a construct category over the total sample of constructs. Importance is measured through the elicitation order; this assumes that constructs elicited first are more salient and important to the individual. Descriptive richness relates to the diversity of a class of constructs. Some constructs might be uni-dimensional while others might tap to a number of distinct facets. The use of these indices enables the quantification of the different ways in which individuals perceive and differentiate between products. By identifying how individuals respond to a rich set of stimuli within a given domain, we inquire into their values and the qualities they appreciate within this restricted domain. Cultural values are thus explored in relation to a set of stimuli. We tested this procedure through an exploration of the ways 17 Dutch and 16 Japanese industrial designers valued a set of pens.
Original languageEnglish
Pages (from-to)55-63
JournalInternational Journal of Design
Volume3
Issue number3
Publication statusPublished - 2009

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Grid
Cultural differences
Cross-cultural differences
Repertory grid technique
Structured interview
Personal construct theory
Quantification
Restricted domain
Cultural values

Cite this

Tomico, O. ; Karapanos, E. ; Lévy, P.D. ; Mizutani, N. ; Yamanaka, T. / The Repeptory Grid Technique as a method for the study of cultural differences. In: International Journal of Design. 2009 ; Vol. 3, No. 3. pp. 55-63.
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The Repeptory Grid Technique as a method for the study of cultural differences. / Tomico, O.; Karapanos, E.; Lévy, P.D.; Mizutani, N.; Yamanaka, T.

In: International Journal of Design, Vol. 3, No. 3, 2009, p. 55-63.

Research output: Contribution to journalArticleAcademicpeer-review

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