An empirical assessment of the cross-national measurement validity of graded paired comparisons

Alain De Beuckelaer (), Jarl Kampen and J. Van Trijp

Quality & Quantity: International Journal of Methodology, 2013, vol. 47, issue 2, 1063-1076

Abstract: The popular use of graded paired comparisons in empirical studies assessing consumers’ preferences, and the potential effect of cross-national differences in (extreme) response styles on the quality of graded paired comparison data, supply ample reasons for an empirical verification of the cross-national validity of such scales. Using data from a cross-national margarine brand study including fourteen different nations (N=4,560), we found sufficient statistical evidence for cross-national bias due to existing cross-national differences in extreme responses. However, the low values reported for effect size measures (intra-class correlation coefficient, R 2 value) indicated that the impact of the cross-national bias is marginal. The findings from our study provided empirical support for the hypothesis that graded paired comparison data can be meaningfully compared across nations. Copyright Springer Science+Business Media B.V. 2013

Keywords: Graded paired comparisons; Constant sum scaling; Preference data; Measurement validity (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/s11135-011-9583-1

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