Masterclass with Hester van Herk

20 November, 2019,
Institute of Advanced Studies, UWA
Postgraduate Students, Early Career Researchers, Academics, Professional Researchers


Hester van Herk

The European Social Survey (ESS): data providing great research opportunities on values and more

A masterclass with Hester van Herk, Professor of Cross-Cultural Marketing Research, Vrije Universiteit, Amsterdam and UWA Institute of Advanced Studies Visiting Fellow.

Professor Van Herk will provide an introduction to using the European Social Survey (ESS) data. The ESS is a large-scale bi-annual survey in more than 30 European nations, including Russia, Ukraine, Israel, and Turkey. The samples are representative of the population in the respective nations with sample sizes over 1000. The first wave of the survey was in 2002 and the 9th wave was just released on October 31, 2019.  These waves include a set of core questions on respondents’ values, opinions, attitudes and beliefs, as well as more in-depth ad hoc rotating modules.

The ESS data are open source and available for researchers all over the world. The success of the research is evidenced by ESS’ global outreach to South Africa and Australia; in Australia the fieldwork (in the - Life in Australia – online panel) will start in 2020. When available, the Australian data can be compared to data from the other nations.

More than 3000 publications report on data from the ESS across diverse fields such as sociology, psychology, political science, and public health. Publications may focus on one nation, but many include cross-national comparisons. Regarding data quality, the ESS is one of the best cross-national surveys in the world.

The masterclass will overview the development of the European Social Survey, ESS’ questionnaire design, sampling, and data collection, and provide insight into the challenges of doing cross-national comparative research. Topics will be illustrated using ESS data with an emphasis on the human values module.

Hester van Herk is Professor of Cross-Cultural Marketing Research at Vrije Universiteit, Amsterdam, the Netherlands, a board member of the Dutch Marketing Research Association (MOA), and adjunct senior research fellow at UWA. She holds a MSc in Psychometrics (Leiden University, the Netherlands, 1986) and a PhD from Tilburg University, the Netherlands (2000); before joining academia, she worked in business for over 8 years as a research methodologist at Statistics Netherlands, Solvay Duphar, and ABN AMRO. 

She is an expert in consequences of personal and cultural values on consumer behavior in developed and emerging markets and in cross-cultural research methodology. About cross-cultural and methodological topics professor Van Herk has published in journals such as Journal of Marketing Research, Journal of Cross-Cultural Psychology, Journal of International Marketing, European Journal of Marketing, Journal of Business Research and Multivariate Behavioral Research. She is co-author of the book International and Cross-Cultural Business Research (Sage 2017) and co-editor of the book Cross Cultural Issues in Consumer Psychology and Consumer Science. Current Perspectives and Future Directions (Springer, 2017).