Developing Practical Procedures for the Measurement of Personal Values in Cross-Cultural Marketing

This research investigates a particular value-assessing instrument, the Rokeach Value Survey (RVS), for its applicability to cross-cultural marketing. The study establishes that in measuring values a Likert type of scaling approach is not significantly less reliable than the more cumbersome ranking approach used by psychologists. Scaling also may be better suited to marketing applications. A “multiprofile-multimethod” matrix analysis suggests that the Rokeach “terminal” and “instrumental” profiles are reliable and distinctive.