comparative value priorities of chinese and new zealand

Internet by a large online panel sample provider with the SVS adapted for online
presentation. The participants were compensated by points that could be used to
purchase catalogue items. They report raw scores rather than centred scores derived
from the MRAT technique, but found that the standardized SVS scores produced very
similar results to the raw scores, correlating 0.96 in both China and New Zealand. The
results are in Figure 5.21. They believe that little information is lost by using the SVS
raw scores cores in a correlational analysis. This is not surprising, as product-moment
correlation converts scores to z-scores for comparisons, similar to the MRAT centred
deviation scores. Comparing the Lee and Soutar sample in China with other studies
reported in chapter 2, see Figure 5.22, the rankings are generally consistent.
Figure 5.21. Lee and Soutar (2009) Means for the SVS for New Zealand and China
Dimension NZ NZ Mean China China Mean
Rank N=221 Rank N=224
Benevolence 1 5.33 2 5.03
Self-direction 2 5.09 4 4.93
Universalism 3 4.84 3 4.99
Conformity 4 4.77 6 4.86
Achievement 5 4.76 5 4.86
Security 6 4.64 1 5.17
Hedonism 7 4.50 7 4.65
Stimulation 8 4.17 10 4.04
Tradition 9 3.57 9 4.10
Power 10 2.72 8 4.40
Grand Mean 4.44 4.70
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