Metodologiczne aspekty pomiaru wartości cenionych przez konsumentów
Methodological Aspects of Measurement of Values Appreciated by Customers

Summary/Abstract: This methodological article focuses on the practical application of the List of Values (LOV) in research in Poland. An attempt to reduce data using Principal Component Analysis and Hierarchical Factor Analysis is undertaken, with two secondary and four primary factors extracted. The author compares her results against those reported by other researchers. The structure of secondary factors is similar to that suggested by Kahle in 1983. The author suggests that the values related to financial security, health and sensitivity to beauty should be added to the LOV used in marketing research.

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