Emic and Etic Research

Abstract Within the field of intercultural behavior there are two research approaches: the etic approach and the emic approach. Etic researchers are quantitatively oriented, look for causal explanations of cultural behavior, and are interested in discovering universal patterns of behavior. By keeping a certain distance from the object of study the researcher more easily discovers differences but also similarities between cultures. The alternative to etic research is offered by the emic approach, an interpretivist approach. The emic approach usually leads to a more profound understanding of a particular culture. Both approaches can strengthen one another. Knowing how cultures differ and also discovering similarities promotes understanding of other cultures and facilitates intercultural communication.