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American Values Scale, 1986




The Computer Administered Panel Study (CAPS) collected demographic, personality, attitudinal, and other social psychological data from annual samples of University of North Carolina undergraduates from 1983 through 1988. Respondents spent 60 to 90 minutes per week for 20 weeks during the academic year answering questions via computer terminals. In their comparison of demographic and academic variables, researchers found few significant differences between respondents and the general undergraduate population. This dataset contains the American Values Scale which is modification of the Rokeach Values Survey. The survey asks respondents to rank various values and concepts in on a scale of importance ranging from 1 to 9, with 1 meaning "no importance at all" and 9 meaning "supreme importance to me."

The ARDA has added two additional variables to the original data set to enhance the users' experience on our site.

Data File

Cases: 93
Variables: 50
Weight Variable: None

Data Collection


Funded By

The Odum Institute for Research in Social Science

Collection Procedures

Each year of the study a random sample of registered University of North Carolina undergraduates were invited to attend an orientation session about the project. From those who attended and signed up to participate, 96 (half males and half females) were chosen on the basis of scheduling compatibility. Each week for 20 weeks respondents spent 60 to 90 minutes during the academic year answering questions via computer terminals. Respondents were paid a base rate of $4 to $5 per completed weekly session and an average of $2 per session more in rewards and bonuses, including a chance at a substantial end-or-year bonus designed to keep subject attribution low. Data presented here are taken from 1986.

This information about the survey is taken from the Odum Institute's summary of the CAPS program.

Principal Investigators

The Odum Institute for Research in Social Science

Related Publications

Rokeach, Milton. The Nature of Human Values. New York: The Free Press. 1973.

Ng, Sik-Hung, et al. "Values in Nine Countries". Diversity and Unity in Cross-Cultural Psychology. Edited by R. Rath, J.B.H. Sinha, H.S. Asthana. Lisse, Swets and Zeitlinger. 1982.


When citing this study, the following information should be included:
University of North Carolina at Chapel Hill. (insert study date(s)) Computer Assisted Panel Study (CAPS) [Computer file]. Chapel Hill: Institute for Research in Social Science [producer]. Module (insert name of specific CAPS module(s) here).


Because the subject's ID is derived from the CAPS year and a sequential number, respondents can be tracked for an entire years worth of experiments. Datasets can also be merged together using the respondent's ID.

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