Integrating qualitative and quantitative methods to enhance means-end approach
- 260 Downloads
Conventionally adopted means-end chain (MEC) methodology uses product attributes, consequences and values to indicate consumption behavior hierarchies regarding specific products. These hierarchies are useful for elucidating consumer product knowledge and devise effective marketing strategies. In the MEC literature, the qualitative laddering scheme is the main approach used to identify the contents of consumer cognitive structures. However, MEC suffers limitations associated with the subjective research judgment. To overcome these weaknesses of MEC analysis, this work presents a novel laddering-matrix analysis (LMA) based on the quantitative matrix algorithm. The analytical results demonstrated that by integrating LMA and MEC it is possible to explore the information of the summary implication matrix without bias, thus providing extremely useful material for developing MEC computer software.
KeywordsLaddering technique Matrix analysis Means-end chains
Unable to display preview. Download preview PDF.
- Goldenberg M.A, Klenosky D.B., O’Leary J.T., Templin T.J.: A means-end investigation of ropes course experiences. J. Leis. Res. 32(2), 208–224 (2000)Google Scholar
- Jacoby J., Chestnut R., Weigl K., Fisher W.: Pre-purchase information acquisition: description of a process methodology, research paradigm, and pilot investigation. Adv. Consum. Res. 3, 306–314 (1976)Google Scholar
- Knoke D., Burt R.S.: Prominence. In: Burt, R.S., Minor, M.J. (eds) Applied Network Analysis, Sage, California (1983)Google Scholar
- Kotler P.: Marketing Management, Analysis, Planning, Implementation, and Control. Prentice-Hall, New Jersey (1997)Google Scholar
- Reynolds T.J., Gutman J.: Laddering theory, method, analysis, and interpretation. J. Advert. Res. 28(1), 11–31 (1988)Google Scholar
- Reynolds T.J., Olson J.C.: Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy. New Jersey, Mahwah (2001)Google Scholar
- Reynolds T.J., Phillips J.M.: A review and comparative analysis of laddering research methods: recommendations for quality metrics. Rev. Mark. Res. 5(Dec), 130–174 (2008)Google Scholar
- Reynolds T.J., Whitlark D.B.: Applying laddering data to communications strategy and advertising practice. J. Advert. Res. 35, 9–17 (1995)Google Scholar
- Rokeach M.J.: The Nature of Human Values. The Free Press, New York (1973)Google Scholar
- Vriens M., ter Hofstede F.: Linking attributes, benefits, and consumer values. Mark. Res. 12(3), 5–10 (2000)Google Scholar