Integrating qualitative and quantitative methods to enhance means-end approach

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/24032

Title:	Integrating qualitative and quantitative methods to enhance means-end approach
Authors:	Wu, WY (Wu, Wann-Yih) Fu, CS (Fu, Chen-Su)
Contributors:	Chinese Culture Univ
Keywords:	Laddering technique Matrix analysis Means-end chains PERSONAL VALUES CHAINS MODEL
Date:	2011-06
Issue Date:	2013-01-17 15:35:27 (UTC+8)
Abstract:	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.
Relation:	QUALITY & QUANTITY Volume: 45 Issue: 4 Pages: 885-899
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] periodical articles

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