Consumer needs

1. 4a. Discovering
Consumer Needs:
Means-End Chain
Analysis
How to handle the data
Dr. Boonghee Yoo
mktbzy@hofstra.edu
Professor of Marketing
Frank G. Zarb School of Business

2. The final result of the analysis
• To create two cross-tabulations
– A x C
– C x V

3. Step 1. Make a Qualtrics survey.
Start with the title, cover letter, your names, and affiliation.

5. To create Question A (attributes), select Text Entry  Form

6. To create Questions C and V, select Side by Side.

8. Step 2. Email the link to the
survey or post on social media,
collect data, and download data.
• Launch the survey.
• Invite qualified people to the survey by a letter which
describes what kind of survey it is and which includes the
link to the survey.
• Download the data in Excel (CVS format).

9. Step 3. Delete all columns which are NOT
attributes (A), consequences (C), or values
(V).
The final data will have 3 As (3), 3 Cs each A (3 x 3 = 9),
3 Vs each C (3 x 3 x 3 = 27) = 3 + 9 + 27 = 39 columns.

10. Understand the order of the 39 columns.

11. Rearrange the 39 columns to 5 columns.
(see the next pages)
• Each A will be repeated three times.
• Each row in the left table consists of
the sample size n in fact. So, the
number of actual rows in Excel will
be 3 As x 3 Cs x n (e.g., if n is 30,
you will have 3 x 3 x 30 = 270 rows).

12. You should move As and Cs to the right
position.
To move each A or C column around, keep doing
“cut” for C (“copy” for A) and “insert copied cells.”

13. Make three sets of A, C, V1, V2, and V3 for each A. Then, cut
and paste each set vertically so that you have only five
columns overall.

14. The Excel data.
This data has
306 rows b/c
3 As x 3 Cs x
34 responses.

15. Change to three columns (i.e., A, C, and V).

17. Step 4. Open SPSS and create 3
variables.
Define the red-boxed elements.

18. Copy and past the Excel data into SPSS.
Open the
Data View.

19. Step 5. Develop codes for As, Cs, and Vs.

20. Develop codes by combining similar
expressions.
Don’t have
more than 20
codes for each
group of As,
Cs, and Vs.

21. For each of A, C, and V in order,
• Develop codes and replace the similar
expressions with each appropriate code.

23. Step 6. Compute the frequencies of A x C.

25. Step 7. Create the frequency
matrix.
Codes1 C2 V2
A A x C (empty)
C (empty) C x V
V (empty) (empty)
1 On the first column, list each code of As, Cs, and Vs with an ID number
(i.e., 17 Price).
2 List numbers of the codes only for Cs and Vs.
3 Include A x V. But note that your means-end map will be drawn by A x C
and C x V only, not A x V.

26. Step 8. Draw a means-end
diagram by the frequency matrix.
• Set a cutoff frequency and ignore too small
frequencies (e.g., 1 or 2 or 3), focusing on
relatively high frequencies.
• First, hand-draw the diagram.
• Then, draw on the PPT slide neatly, reorganizing
tangled lines.
• Use a thick line for a high frequency link, and a
thin line for a low frequency link.
• Put the frequency on each line.

27. Step 9. Strategy out of the
diagram.
• Get ideas from the thick lines.
• Identify most important values by the popularity as a
destination from Cs and the frequency to them. They are the
values consumers try to get satisfaction for.
• Notice which attributes are so important and should stay
because they are closely linked to the values.
• Discuss how the most important values are linked to their Cs
and A.
• Suggest strategy by focusing on how to satisfy the values
(i.e., consumer needs) in a dramatically innovative way
and by high technology.