The etic approach involves studying behaviour from an outside perspective, using standardized methods to compare cultures.
Key Features
Standardization: Uses uniform procedures and tools across cultures.
Objectivity: Researchers remain detached, minimizing bias from their own culture.
Comparative Analysis: Focuses on cross-cultural similarities and differences.
Example
Hofstede's Cultural Dimensions are an example of an etic approach, by using them as universal standards to compare cultures.
Strengths
Identifies Universals: Helps uncover behaviours that are consistent across cultures.
Broad Comparisons: Facilitates comparisons between cultures using standardized methods.
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