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Title: The repertory grid technique as a method for the study of cultural differences
Authors: Tomico, Oscar 
Karapanos, Evangelos 
Lévy, Pierre 
Mizutani, Nanami 
Yamanaka, Toshimasa 
Major Field of Science: Natural Sciences
Field Category: Computer and Information Sciences
Keywords: Repertory Grid;Cultural Differences;Designers’ Perceptions;Product Attribute Prioritization Measurements
Issue Date: Dec-2009
Source: International Journal of Design, 2009, vol. 3, no. 3, pp. 55-63
Volume: 3
Issue: 3
Start page: 55
End page: 63
Journal: International Journal of Design 
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.
ISSN: 1994-036X
Rights: © 2009 Tomico, Karapanos, Lévy, Mizutani, and Yamanaka.
Type: Article
Affiliation : Eindhoven University of Technology 
University of Tsukuba 
Appears in Collections:Άρθρα/Articles

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