This research investigates a particular value-assessing instrument, the Rokeach Value Survey (RVS), for its applicability to cross-cultural marketing. The study establishes that in measuring values a Likert type of scaling approach is not significantly less reliable than the more cumbersome ranking approach used by psychologists. Scaling also may be better suited to marketing applications. A “multiprofile-multimethod” matrix analysis suggests that the Rokeach “terminal” and “instrumental” profiles are reliable and distinctive.
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