In the second part of the questionnaire, the respondents were asked about
their personal values and a number of sociodemographic characteristics
including gender, age, and education. The Rokeach (1973) value scale
was used to measure personal values. This scale contains a set of 18 terminal
values that relate to end states of existence (such as the importance of
material wealth for the respondent) and another set composed of 18 values
that relate to modes of behavior or instrumental values (such as the importance
of ambition in the life of the respondent). Originally, these values
were expected to be rank ordered. In our study, the respondents were asked
to rate all items separately on a 9-point Likert-type scale. In this way, nonparametric
restrictions could be overcome. Literature has shown that similar
results follow from the two methods (see Finegan 1994; Munson and
McIntyre 1979). Munson and Posner (1980) asserted that the information
about the intensity of guidance in an individual’s life was more precise
using a Likert-type rating scale. In addition, the rating process is quicker
and is therefore more convenient for the respondent (Fritzsche 1995). We
used an unbalanced scale (from irrelevant, 21, to very important, 7) in
order to cope with the leniency effect (Antonides and van Raaij 1998).
In the second part of the questionnaire, the respondents were asked abouttheir personal values and a number of sociodemographic characteristicsincluding gender, age, and education. The Rokeach (1973) value scalewas used to measure personal values. This scale contains a set of 18 terminalvalues that relate to end states of existence (such as the importance ofmaterial wealth for the respondent) and another set composed of 18 valuesthat relate to modes of behavior or instrumental values (such as the importanceof ambition in the life of the respondent). Originally, these valueswere expected to be rank ordered. In our study, the respondents were askedto rate all items separately on a 9-point Likert-type scale. In this way, nonparametricrestrictions could be overcome. Literature has shown that similarresults follow from the two methods (see Finegan 1994; Munson andMcIntyre 1979). Munson and Posner (1980) asserted that the informationabout the intensity of guidance in an individual’s life was more preciseusing a Likert-type rating scale. In addition, the rating process is quickerand is therefore more convenient for the respondent (Fritzsche 1995). Weused an unbalanced scale (from irrelevant, 21, to very important, 7) inorder to cope with the leniency effect (Antonides and van Raaij 1998).
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