Segmentacja łańcuchów środków-celów w wywiadach drabinkowych – podejście sekwencyjne
Means-End Chains Segmentation in Laddering – Sequential Approach

Summary/Abstract: Means-end theory is tool used for better understanding consumer decision – making by their cognitive structures and it provides research tools to reaching these structures. The results of the laddering interviews are sets of sequence qualitative data that can be used during segmentation. The purpose of the article was to show whether and to what extent the measure distances used in the cluster analysis based on the sequence data affect the final results of the analysis. For the purposes of analysis, dataset was generated – there were 120 observations described by sequence data composed of three elements (attribute, consequence, value; in the Figure: A-K-W). To determine the similarity between objects six distance measures were used, the adjusted Rand index was used to assess the compatibility of the partitions of the set; for each of the partitions of the simple measure of cluster correctness was calculated. The analyses show that the method of determining the similarity between objects can affect results of the clustering.

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