THE ISSUES IN THE MEASUREMENT OF POSTMATERIAL VALUES

The measurement of postmaterial values includes measuring of the views on the preservation ofpeace, freedom of speech, environmental protection, tolerance and everything else that is contrary tothe concept of measuring the material values, that is physical and economic variables. Measurementof postmaterial values is based on the application of 4 or 12 items scale that refers to the materialismor postmaterialism in certain country. There are several issues and limitations in the application ofpostmaterial values measurement scale which can cause significant error, in other words bias inmeasurement. One of the most interesting issues is the impact of question order change on themeasurement results of postmaterial values. Using the results of empirical research it is shown thatthis effect is significant and, also it is particularly examined the intensity of this effect consideringgender and level of education based on the sample of respondents from urban Serbia.