Comparison of Hofstede and Minkov methods for measuring socio-cultural characteristics

The article presents the results of quality testing and comparison of Hofstede's and Minkov's methods and models for measuring sociocultural characteristics at the individual level. The empirical base of the article is the data of population surveys of four regions of the European part of the Russian Arctic (total n = 3829), conducted with the participation of the authors in 2023-2024. A specific feature of the study is the use of both tools within a single questionnaire and on a single sample. At the analysis stage, the methods of multidimensional scaling (ALSCAL), exploratory factor analysis, hierarchical cluster analysis, and confirmatory factor analysis were used. Data processing was carried out using the SPSS software package, data analysis tools in the Python and R programming languages. The results obtained refute the criticism of the Hofstede model by M. Minkov regarding the "power distance" and "collectivism" indicators at the individual measurement level. While criticism related to the internal inconsistency of the masculinity indicator is more justified. Within the framework of the application of the Hofstede model and the Heydari methodology, six clusters are definitely distinguished, corresponding to six indicators that are appropriate to be distinguished; technically (mathematically) justified is also the distinguishing of 4, as well as 5, 7 and 8 indicators. The presented model and the corresponding Minkov methodology are also not fully consistent - the results of the study indicate a greater focus of the methodology not on 2, but 3 or 6 indicators within the model. Comparison of the values of factor loadings obtained as a result of confirmatory factor analysis indicates a stronger connection between the indicators of socio-cultural characteristics with the resulting factors in the methodology that implements the Hofstede model. Both of the considered methods have shortcomings and features that require further in-depth analysis. The general results of the comparison of the Hofstede and Minkov models of culture indicate, in the opinion of the authors, a somewhat greater research potential of the Hofstede model when applied at the individual level of measurements. The authors believe that in the future it is advisable to conduct a comparative assessment of the nomological validity and explanatory power of the Hofstede and Minkov models in the context of a study of the characteristics and socio-economic practices of the population, as well as aspects of the economic development of the regions of the Russian Federation.