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

A. de Beuckelaer, J.K. Kampen, J.C.M. van Trijp

Research output: Contribution to journalArticleAcademicpeer-review

4 Citations (Scopus)


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 provided empirical support for the hypothesis that graded paired comparison data can be meaningfully compared across nations.
Original languageEnglish
Pages (from-to)1063-1076
JournalQuality and quantity: international journal of methodology
Issue number2
Publication statusPublished - 2013



  • conjoint-analysis
  • response styles
  • stated preferences
  • marketing-research
  • tests
  • alternatives
  • methodology
  • management
  • countries
  • products

Cite this