摘要：The measurement of postmaterial values includes measuring of the views on the preservation of peace, freedom of speech, environmental protection, tolerance and everything else that is contrary to the concept of measuring the material values, that is physical and economic variables. Measurement of postmaterial values is based on the application of 4 or 12 items scale that refers to the materialism or postmaterialism in certain country. There are several issues and limitations in the application of postmaterial values measurement scale which can cause significant error, in other words bias in measurement. One of the most interesting issues is the impact of question order change on the measurement results of postmaterial values. Using the results of empirical research it is shown that this effect is significant and, also it is particularly examined the intensity of this effect considering gender and level of education based on the sample of respondents from urban Serbia.
关键词：postmaterial values; measurement; scale; question order effect; index; marketing research
