Retrieval strategies and cultural differences in answering survey questions on drinking: A cross-national comparison

Abstract

Aim. This research compares retrieval strategies and cultural differences in answering survey questions using protocol analysis on four alcohol use items: frequency of drinking, quantity of drinking, frequency of drunkenness, and the context of drinking in the last 12 months. Data. The data came from a project to improve the comparability of health behaviour surveys in Europe (the EuroHIS study). The participating countries were Finland, Germany, Italy and the Netherlands, results from which form the basis of this article. In each country 21 to 45 voluntary respondents were recruited for interviews. Results. Overall, the comparison between the four countries shows: (a) a remarkable similarity in profiles of cognitive strategies in answering survey questions, (b) an equally remarkable difference in the number of uses of different strategies and (c) important differences relating to cultural understanding on certain specific questions. Conclusions. These results suggest variation across countries in cognitive strategies and cultural sensitivity with respect to survey questions on alcohol. Part of these differences can be interpreted in the context of differences in drinking patterns and culture. Although differences in cognitive strategies and cultural sensitivity are embedded in drinking patterns and drinking culture, these differences do not necessarily invalidate the answers to the survey questions. However, further and more controlled studies are needed to assess the extent to which there are cross-national differences in the validity of answers to questions about alcohol consumption.