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

(2013) QUALITY & QUANTITY. 47(2). p.1063-1076
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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, R2 value) indicated that the impact of the cross-national bias is marginal. The findings from our study provide empirical support for the hypothesis that graded paired comparison data can be meaningfully compared across nations.
Keywords
STATED PREFERENCES, RESPONSE STYLES, CONJOINT-ANALYSIS, Preference data, Measurement validity, PRODUCTS, Graded paired comparisons, Constant sum scaling, MANAGEMENT, COUNTRIES, METHODOLOGY, ALTERNATIVES, TESTS, MARKETING-RESEARCH

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Citation

Please use this url to cite or link to this publication:

Chicago
De Beuckelaer, Alain, Jarl K Kampen, and JCM van Trijp. 2013. “An Empirical Assessment of the Cross-national Measurement Validity of Graded Paired Comparisons.” Quality & Quantity 47 (2): 1063–1076.
APA
De Beuckelaer, Alain, Kampen, J. K., & van Trijp, J. (2013). An empirical assessment of the cross-national measurement validity of graded paired comparisons. QUALITY & QUANTITY, 47(2), 1063–1076.
Vancouver
1.
De Beuckelaer A, Kampen JK, van Trijp J. An empirical assessment of the cross-national measurement validity of graded paired comparisons. QUALITY & QUANTITY. 2013;47(2):1063–76.
MLA
De Beuckelaer, Alain, Jarl K Kampen, and JCM van Trijp. “An Empirical Assessment of the Cross-national Measurement Validity of Graded Paired Comparisons.” QUALITY & QUANTITY 47.2 (2013): 1063–1076. Print.
@article{3101337,
  abstract     = {The popular use of graded paired comparisons in empirical studies assessing consumers{\textquoteright} 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, R2 value) indicated that the impact of the cross-national bias is marginal. The findings from our study provide empirical support for the hypothesis that graded paired comparison data can be meaningfully compared across nations.},
  author       = {De Beuckelaer, Alain and Kampen, Jarl K and van Trijp, JCM},
  issn         = {0033-5177},
  journal      = {QUALITY \& QUANTITY},
  keyword      = {STATED PREFERENCES,RESPONSE STYLES,CONJOINT-ANALYSIS,Preference data,Measurement validity,PRODUCTS,Graded paired comparisons,Constant sum scaling,MANAGEMENT,COUNTRIES,METHODOLOGY,ALTERNATIVES,TESTS,MARKETING-RESEARCH},
  language     = {eng},
  number       = {2},
  pages        = {1063--1076},
  title        = {An empirical assessment of the cross-national measurement validity of graded paired comparisons},
  url          = {http://dx.doi.org/10.1007/s11135-011-9583-1},
  volume       = {47},
  year         = {2013},
}

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