Application of the Means-End Framework: ...
Norton, John;Reyno...
Application of the Means-End Framework: Triadic Sorting, Laddering, and Developing the Hierarchical Value Map
Norton, John; Reynolds, Thomas J.
M-0343 | Published April 2, 1991 Technical Note
Collection: Darden School of Business
Product Details
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 creative communication process.
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