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Application of the Means-End Framework: Triadic Sorting, Laddering, and Developing the Hierarchical Value Map
Norton, John; Reynolds, Thomas J. Technical Note M-0343 / Published April 2, 1991
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Product Overview

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.

  • Overview

    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.

  • Learning Objectives