What Is the Rokeach Value Survey?

The Rokeach Values Survey (RVS) was developed by Milton Rokeach in 1973. Its purpose is to measure an individual’s values as they relate to the world of work.

The inventory measures 18 terminal values or end states, such as happiness, social recognition and an exciting life, and 18 instrumental values, such as logic, imagination and honesty. The individual is asked to rank these values in order of personal importance. While the Rokeach Values Survey was originally developed for use in career counseling settings, it has also been used in consumer research applications to assess the extent to which personal values influence the behaviors of different consumer groups.