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An empirical assessment of the cross-national measurement validity of graded paired comparisons |
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| Authors: | Alain De Beuckelaer Jarl K. Kampen J. C. M. Van Trijp |
| Affiliation: | 1. Department of Personnel Management, Work and Organizational Psychology, Ghent University, Ghent, Belgium 2. Centre for Social Theory, Ghent University, Ghent, Belgium 3. Institute for Management Research, Radboud University Nijmegen, Thomas van Aquinostraat 3, P.O. Box 9108, 6500 HK, Nijmegen, The Netherlands 4. School of Sociology and Population Studies, Renmin University of China, Beijing, P.R. China 5. Research Methodology Group, Wageningen University, Wageningen, The Netherlands 6. Marketing and Consumer Behavior Group, Wageningen University, Wageningen, The Netherlands |
| 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. |
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