How to access data attribute using jQuery

I'm struggling with what is probably a very simple bit of jQuery

I have html like this:

<div class="star-rating" data-star-rating="5.0"></div>
<div class="star-rating" data-star-rating="2.0"></div>

I have some javascript which needs to do something based on the star rating of each of these elements and currently looks like this:

$('.star-rating').jRate({
    startColor : '#ccc',
    endColor : '#ccc',
    readOnly : true,
    rating : <value of data-star-rating>
});

I want to replace <value of data-star-rating> with the value of the data attribute relating to the element currently being processed

I thought this would work $(this).data('starRating') but it doesn't seem to

How can I access the value of the data attribute in this situation?