Kirstin Foolen-Torgerson; Fleur Kilwinger (2022): MECAnalysisTool: A method to analyze consumer data. Version 1. 4TU.ResearchData. dataset. https://doi.org/10.4121/19786900.v1

x choose version: version 2 - 2023-05-01 (latest)

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Categories

• Measurement Standards and Calibration Services
• Commercial Services

Keywords

consumer behaviour data aggregation decision making Hierarchical value map Laddering Means-end chain analysis MEC product evaluation product valuation

Licence

CC BY 4.0

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by Kirstin Foolen-Torgerson , Fleur Kilwinger

This Excel based tool was developed to analyze means-end chain data. The tool consists of a user manual, a data input file to correctly organise your MEC data, a calculator file to analyse your data, and instructional videos. 

The purpose of this tool is to aggregate laddering data into hierarchical value maps showing means-end chains. The summarized results consist of (1) a summary overview,

(2) a matrix, and (3) output for copy/pasting into NodeXL to generate hierarchal value maps (HVMs). To use this tool, you must have collected data via laddering interviews. Ladders are codes linked together consisting of attributes, consequences and values (ACVs).

History

• 2022-07-06 first online, published, posted

Publisher

4TU.ResearchData

Format

docx xlsx pptx

Associated peer-reviewed publication

Methodological considerations on the means-end chain analysis revisited

References

• https://www.youtube.com/watch?v=uz96RLX99NI
• https://www.youtube.com/watch?v=ugFFXSob8X8&t=279s

Organizations

Business Economics, Wageningen University & Research
Knowledge Technology and Innovation, Wageningen University & Research