2011
DOI: 10.1007/s11135-011-9583-1
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An empirical assessment of the cross-national measurement validity of graded paired comparisons

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 … Show more

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Cited by 10 publications
(4 citation statements)
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“…A change of criterion used to select a preference (e.g., naturalness, ease of understanding) within the same environment may influence the participant’s preference (Keidser, 1995), and consequently the consistency of their responses. In view of the number of preferences to be completed and the unlimited time provided, it is also possible some participants lost motivation or changed their self-chosen criterion part-way through due to boredom and/or fatigue (De Beuckelaer et al., 2013). However, the consistency of preference of participants who did not pass the MoCA screening measure, or those who were nonnative speakers of English, did not stand out from other participants, suggesting the cognitive processes necessary to obtain consistent preferences are unaffected by such characteristics.…”
Section: Discussionmentioning
confidence: 99%
“…A change of criterion used to select a preference (e.g., naturalness, ease of understanding) within the same environment may influence the participant’s preference (Keidser, 1995), and consequently the consistency of their responses. In view of the number of preferences to be completed and the unlimited time provided, it is also possible some participants lost motivation or changed their self-chosen criterion part-way through due to boredom and/or fatigue (De Beuckelaer et al., 2013). However, the consistency of preference of participants who did not pass the MoCA screening measure, or those who were nonnative speakers of English, did not stand out from other participants, suggesting the cognitive processes necessary to obtain consistent preferences are unaffected by such characteristics.…”
Section: Discussionmentioning
confidence: 99%
“…In the past, GPCs have primarily been used to investigate consumer preferences (e.g., De Beuckelaer et al, 2013;Agresti, 1992;Alfaro-Rodriguez et al, 2005;Ofir, 2004). For example, in marketing research GPCs are often employed in the context of conjoint analyses (e.g., Scholz et al, 2010).…”
Section: Graded Paired Comparisons As a Psychometric Methodsmentioning
confidence: 99%
“…Indeed, first applications of the Thurstonian IRT model for graded comparisons found reliability gains between .07 and .10 when switching from discrete forced-choice to GPCs (Brown & Maydeu-Olivares, 2018). Unfortunately, re-implementing a Likert scale also brings back typical method-related response biases such as extreme responding, but empirical results suggest these effects to be negligible (De Beuckelaer et al, 2013). Further, test-takers still have to contrast the two opposing statements within one comparison, which means they cannot fully endorse all desirable statements.…”
Section: Graded Paired Comparisons As a Psychometric Methodsmentioning
confidence: 99%
“…naturalness, ease of understanding) within the same environment may influence the participant's preference (Keidser, 1995), and consequently the consistency of their responses. In view of the number of preferences to be completed and the unlimited time provided, it is also possible some participants lost motivation or changed their self-chosen criterion part-way through due to boredom and/or fatigue (De Beuckelaer, Kampen, & Van Trijp, 2013). The consistency of preference of participants who did not pass the MoCA screening measure, or those who were nonnative speakers of English, did not stand out from other participants, suggesting the tasks necessary to obtain consistent preferences are unaffected by such characteristics.…”
Section: Discussionmentioning
confidence: 99%