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1

Formaty kwestionariuszy twardych wywiadów drabinkowych – porównanie

100%

Myrda A.

Nauki o Zarządzaniu

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2015

|

issue 3 (24)

104-111

EN

In this paper the results of research on the properties of three formats of hard laddering questionnaires used in a study on a teenagers’ online consumer behavior are presented. 88 18-year-old students of high school participated in the research. Soft laddering was used during interviewing 18 people, 70 people participated in the survey with hard laddering. Three formats of hard laddering were used in the research: 4×4 format, abbreviated format and Association Pattern Technique. Used formats were compared on the basis of the number and the quality of the gained attribute – consequence – value ladders. The most information was collected by Association Pattern Technique. The cheapest data were obtained by 4×4 format.

2

The means-end approach in market segmentation – clustering of laddering data

100%

Myrda A.

Econometrics. Ekonometria. Advances in Applied Data Analytics

|

2016

|

issue 4 (54)

72-81

EN

The objective of this paper was to present results of research on two methodological issues related to the clustering of laddering data. The first was the methods of aggregation of information from ladders generated by one respondent and the second was the measurement of ladders’ dissimilarity. Two methods of aggregation of information from ladders were proposed, three sequence dissimilarity measures were presented and all combinations of them were used in the analysis. The clustered data originate from a research on Polish adolescents’ online consumer behaviour wherein the means-end approach was used. 1004 high school students participated in the research. Data were clustered from 2 to 10 groups, six modes of analysis were used, thus 54 solutions were built. Solutions with the same number of groups were compared with the adjusted Rand index. Analysis indicates the influence of sequences dissimilarity measures and methods of aggregation of information from ladders on clustering results.

3

Bridging Means-End Chain theory and self-concept through hybrid elicitation technique

63%

Borgardt E., Sagan A.

Marketing i Rynek

|

2021

|

issue 10

3-16

PL

Celem artykułu jest zbadanie związku pomiędzy teorią łańcuchów środków-celów a koncepcją self opartą na typologii wartości konsumenckiej za pomocą hybrydowej techniki gromadzenia danych. W badaniu wykorzystano sekwencyjne, eksploracyjne podejście badań mieszanych. Dane uzyskano w drodze zastosowania zogniskowanego wywiadu grupowego od osiemnastu zaangażowanych użytkowników smartfonów. W pierwszym etapie wyodrębniono przy użyciu oprogramowania LadderUX hierarchiczną mapę wartości konsumenckich. W drugim etapie zebrane wyniki zostały poddane analizie ilościowej z wykorzystaniem oprogramowania RStudio. W efekcie przeprowadzonych analiz uzyskano macierz zależności między wymiarami obrazu siebie a strukturą łańcuchów środków-celów. Wyniki badania pozwalają na wskazanie zależności pomiędzy łańcuchami środków-celów a obrazem self konsumenta oraz umożliwiają rozszerzenie dotychczasowej koncepcji środków-celów o aspekty indywidualne i symboliczne wynikające z autowizerunku konsumenta.

EN

This paper aims to examine the relationship between the Means-End Chain (MEC) theory and self-concept based on the Typology of Consumer Value through a hybrid elicitation technique. The contribution of this study is its sequential exploratory strategy of mixed-method design. The data were obtained from eighteen highly involved participants in Focus-Group (FG) discussions through the hybrid elicitation technique. First, a hierarchical value map is constructed using LadderUX software based on the responses. Second, a quantitative analysis with the help of RStudio software is conducted. Finally, an agglomerated matrix revealing the interconnections between self-concept and MEC is presented. The study provides evidence for a relationship between MEC and self-concept and redesigns the existing MEC approach's interpretation. This paper's originality lies in enlarging MEC theory's latitude by integrating self concept as a micro-component. Thus, the MEC model becomes enhanced with individualism, symbolism, and experiential aspects. This approach provides a new consumer-centric perspective on existing MEC and opens new avenues for further research.

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1 Econometrics. Ekonometria. Advances in Applied Data Analytics

1 Marketing i Rynek

1 Nauki o Zarządzaniu

1 2021

1 2016

1 2015

2 Myrda A.

1 Borgardt E.

1 Sagan A.

Formaty kwestionariuszy twardych wywiadów drabinkowych – porównanie

The means-end approach in market segmentation – clustering of laddering data

Bridging Means-End Chain theory and self-concept through hybrid elicitation technique