Ratings and rankings: reconsidering the structure of values and their measurement

Despite extensive discussion and analysis over the past three decades, researchers are still divided over the preferability of rating or ranking systems for measuring values. However, the debate originates from the false premise that one method must be used to the exclusion of the other. A conceptualization of the value structure that uses characteristics of both rating and ranking systems opens up theory and research to a more complex understanding of values. Data from the 1995–1997 World Values Survey demonstrate how using both rating and ranking systems can lead to distinct and equally valid conclusions about the differences in value importance among the nations of the world. This suggests that either method by itself provides an incomplete understanding of the value structure. While the potential methodological complications of using both ratings and rankings must be explored, the additional cost would be a productive investment for moving beyond the rating–ranking impasse.