Rokeach value survey

A popular value instrument frequently used in consumer behaviour studies. It is a self-administered inventory that is divided into two parts, each part measuring different but complementary types of personal values. The first part consists of eighteen “terminal” values items (i.e. personal goals) and the second part consists of eighteen “instrumental” values (i.e. ways of reaching personal goals). Thus the first part of the measurement instrument deals with ends and the second part considers means.