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Application of the Means-End Framework: Triadic Sorting, Laddering, and Developing the Hierarchical Value Map

Norton, John; Reynolds, Thomas J.

M-0343 | Published April 02, 1991 Technical Note

Collection: Darden School of Business

This note deals with a research methodology that is useful in developing product-related communications, primarily advertising. It shows how to conduct the research prior to applying it in the creativ... Read More