Page 119 - Comparing Political Communication Theories, Cases, and Challenge

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Designs and Methods of Research

research, whereas random selections are inapplicable to political com-
parisons of systems. Nevertheless, psychological studies, too, meet severe
problems of cost and availability of data when using random sampling
(van de Vijver and Leung 1997, 28–32).
To summarize, systematic or even theoretically driven sampling
should produce the best results. The researcher is provided with the
opportunity to interpret results causally, especially when following the
quasi-experimental research strategy. In order to optimize this proce-
dure, the researcher could form quasi-experimental factors with more
than two values, overcoming the dichotomy of “most similar” and “most
different.”Thebasisfortheselectionofcultures,forexample,couldbean
independent variable with five possible values. For a quasi-experimental
analysis, at least one country is chosen for each given value (see the
individualism-collectivism studies of Phalet and Claeys 1993, 320–5;
Triandis et al. 1998).

Data Analysis and Interpretation of Results
Given the conceptual and methodological problems of international
research, special care must be taken over data analysis and the inter-
pretation of results. As the implementation of every single variable of
relevance is impossible, the documentation of methods, work process,
and data analysis is even more important than in single-culture studies.
The evaluation of the results must continue in additional studies. An
intensive use of different statistical analyses beyond the general compar-
ison of arithmetic means can lead to further validation of the results
and the interpretation (Abell 1990). Van de Vijver and Leung (1997,
88–130) present a widespread summary of data analysis procedures, in-
cluding structure- and level-oriented approaches, examples of Statistical
Program for the Social Sciences (SPSS) syntax, and references.
Following Przeworski’s and Teune’s research strategies (1970; more
explicitly Berg-Schlosser 1997), results of comparative research can be
classified into differences and similarities between the research objects.
Forbothtypes,Kohn(1989b)introducesseparatewaysofinterpretation.
Intercultural similarities seem to be easier to interpret, at first glance.
The difficulties emerge when regarding equivalence on the one hand
(i.e., there may be covert cultural differences within culturally biased
similarities), and the causes of similarities on the other. The causes will
be especially hard to determine in the case of “most different” coun-
tries, as different combinations of different indicators can theoretically

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