Similarities Between Ranking and Rating Measures of Values Preferences: Evidence From a Latent Class Segmentation Approach

Abstract

The form-resistant hypothesis states that alternative ways of measuring the same values should be small if method-specific features are taken into account. However, previous research that compared rating and ranking questionnaires for measuring values has shown mixed results. We suggest that adopting a latent class segmentation approach helps to explain these mixed results by identifying segments with similar item preference structures and segments linked to one format only. Our approach is applied to a Dutch survey on work values. In both ranking and rating mode, we find two similar segments reflecting the intrinsic and extrinsic preference structure, while other segments differed between modes. In line with the modified form-resistant hypothesis, the results suggest the same latent preference structure has guided particular segments in a population to respond similarly to rating and ranking questions.