학술논문
Measuring Personal Values: An Evaluation of Alternative Methods.
Document Type
Article
Author
Source
Subject
*Market segmentation
*Marketing research
*Export marketing
*Decision making
Differential values inventory
Ethical values testing
Likert scale
Scale analysis (Psychology)
Attitude (Psychology)
Cross-cultural differences
Reliability (Personality trait)
Test validity
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Language
ISSN
0022-2437
Abstract
Three methods of gathering and evaluating value profiles for use in market segmentation are compared. Different reliability estimates are found to produce different conclusions as to the relative test-retest reliability of the three methods. However, the most appropriate statistical measure, Kendall's tauB, reveals that Likert rating scales are significantly less reliable than either rank ordering or paired comparison procedures. No differences in subject interest are found among the methods, but Likert scales and rank ordering require less response time than do paired comparisons. Implications for method choice and future research are discussed. [ABSTRACT FROM AUTHOR]