GLOBAL NORMS
WEBINAR
Multi-Health Systems Inc.
PRESENTERS
• Facilitator:
– Daniela Kwiatkowski
– Training Specialist - Product Development
• Speaker:
– Jonathan Stermac, M.A.
– Research Associate - Research and
Development; Performance Assessments
AGENDA
•
•
•
•
•
•
Overview of EQ-i 2.0 model
International Interest
Creation of the Global Norms
EI – A Global Construct
Guidelines and Examples
Summary and Take Away
WHO IS MHS?
• A worldwide, trusted publisher of psychological
assessments and services
– Home base: Toronto, Ontario
THE EQ-i 2.0 MODEL
Cope with
challenges
Use emotional
information in
an effective
way
Perceive and
express
ourselves
Develop and
maintain social
relationships
GLOBAL INTEREST
CURRENTLY AVAILABLE NORMS
•
•
•
•
US/Canada - Professional & General Population
UK/Ireland - Professional & General Population
Australia - General Population
South Africa - Professional
• Feedback from international customers on
difficulties choosing norm
EMOTIONAL INTELLIGENCE – GROWING
GLOBAL INTEREST
Google Trends, 2013
GLOBAL NORMS CREATION
THE ABCDS OF NORM CREATION
A.
B.
C.
D.
Endogenous factors (e.g., age, gender)
Exogenous factors (e.g., country, occupation)
Examination factors (e.g., online)
Temporal factors (e.g., administration dates)
Norm Types:
1. The Standardization Norm
2. The User Norm
Bartram, 2008
GLOBAL NORM CHARACTERISTICS
• n = 10,000
• We have developed customer based
professional Global Norm where we report
on 4 characteristics:
– Gender
– Age
– Country
– Occupation
GLOBAL NORM BREAKDOWN
• 154 countries
• Equal gender
– 50% Male
– 50% Female
• Equal age across four intervals
• 5 U.N. World Regions
– Africa, Americas, Asia, Europe, Oceania
– 2,000 respondents from each region
• Norm types
– Overall
– Age & Gender
GLOBAL NORM BREAKDOWN
• 23 countries with more than 100 records
– Asia: 7 (Singapore, Malaysia, China, United Arab Emirates,
India, Japan, Indonesia)
– Africa: 3 (South Africa, Angola, Nigeria)
– Europe: 7 (Ireland, UK, Germany, France, Finland, Spain,
Switzerland)
– Americas: 5 (United States, Brazil, Mexico, Canada, Chile)
– Oceania: 1 (Australia)
EMOTIONAL INTELLIGENCE
A GLOBAL CONSTRUCT
PREVIOUS NORM DATA
• Total EI increases with age 
• No gender differences in Total EI 
• Women score higher on Empathy 
– Smaller differences on Emotional Expression and
Emotional Self-Awareness 
• Men score higher on Stress Tolerance and
Problem Solving 
GLOBAL AGE
115.0
Average EQ-i 2.0 Score
110.0
105.0
100.0
95.0
90.0
85.0
18-29
30-39
40-49
Age Group
50+
GLOBAL AGE
115.0
Average EQ-i 2.0 Score
110.0
105.0
Africa
100.0
Americas
Asia
Europe
95.0
Oceania
90.0
85.0
18-29
30-39
Age Group
40-49
50+
GLOBAL GENDER
0.5
0.4
Women Score Higher
Cohen's d Score
0.3
0.2
0.1
0
-0.1
-0.2
-0.3
-0.4
-0.5
Men Score Higher
GLOBAL REGIONS
• Asia had the lowest scores
– Overall and subscales
• Africa had the highest scores
– Overall and most subscales
• Europe, Americas, and Oceania were similar
for the most part
WHICH REGION HAS THE SMALLEST GENDER DIFFERENCE IN EMPATHY?
a)
b)
c)
d)
e)
Africa
Americas
Asia
Europe
Oceania
WHICH SCALE HAS THE SMALLEST REGIONAL DIFFERENCES?
a)
b)
c)
d)
Independence
Impulse Control
Self-Actualization
Assertiveness
EMOTIONAL INTELLIGENCE – A GLOBAL
CONSTRUCT
• Consistently high reliability and validity
– Across world regions, gender and age
• Culture-free by design
• Some differences exist in subscales
• However, these differences may not be practically
significant
– Influence of sample size
– Actual scores are not largely different from each other
HIGH RELIABILITY AND VALIDITY
EXAMPLE – NORTH AMERICA AND ASIA
Individual From North America
Assertiveness = 119
Individual From Asia
Assertiveness = 114
GUIDELINES AND EXAMPLES
WHEN WOULD I USE A GLOBAL NORM?
• Consider the following criteria:
– The regional location/country in which the assessment is being
taken
– The culture of the participant
– The location and culture of the comparison group of
assessments (if any)
– The applicability of a globally representative norm
– The applicability of the closest/most similar regional norm
– The potential buy-in of the client or organization when
comparing assessment scores against the chosen norm
EXAMPLES OF GLOBAL NORM USE
• Comparing leaders in an international organization
– e.g., comparing Latin American leaders to European leaders
• Selecting individuals from one region to work in another
– e.g., from Asia to work in Africa
• Using a common baseline for all users allows for accurate
comparison and development
• Removes concern over applicability of norm
DEBRIEFING RESULTS ACROSS CULTURES
• As EI is a global construct:
• Focus on the culture of the work environment
• Understand how the regional culture fits within the global
framework but do not focus on it
• Understand the client’s perception and knowledge of
norms
• Be prepared to discuss subscale differences across
regions (and age and gender)
SUMMARY
• The Global Norms allow EQ-i 2.0 results to be
interpreted in a broader manner
– Region: Small overall; small differences on most
subscales; moderate on some
– Age: Small to moderate effects
– Gender: No effect for Total EI; small effects at subscale
level
• Emotional Intelligence is a global construct
WHERE TO GO FROM HERE?
• No additional cost above generating a report
– Unless changing the norm on an already generated report
• Can be used with:
– Workplace
– Leadership
– Group
• Norm Region: Global
• Global Norm supplement on portal
• Help files updated
THANK YOU!
Any follow up questions or
comments can be directed to:
jonathan.stermac@mhs.com
References:
Bartram, D. (2008). Global norms: Towards some guidelines for aggregating personality norms
across countries. International Journal of Testing, 8, 315-333.
Google Trends. Web Search interest: Emotional intelligence - Worldwide 2004 – present. Retrieved
January 16, 2014, from http://www.google.ca/trends/explore?hl=en-US&q=/m/0ns8w&content=1