Abstract:
The paper discusses the way that values have been measured and
suggests an alternative way to collect values data. A recently developed
approach, termed Best Worst Scaling, developed by Louviere
and his colleagues, offers an opportunity to collect such data in a way
that may produce more desirable values estimates. Kahle’s (1983) List
of Values, which has been widely employed in consumer research, was
used to examine differences between the new approach and traditional
ratings and rankings approaches. The results suggest that the
new technique may provide better outcomes and that researchers
should think about its potential usefulness in future research with
these and other scales.
