Abstract:

Means-end chain analysis has gained a lot of popularity in recent years both in academic research and in practice. However, the approach has also met quite some criticism, both at the theoretical and at the methodological level. This paper contributes to the stream of recent attempts of improving the method. A two stage procedure of data collection is presented that combines group interviews including the paper-and-pencil method with an experimental design on the Internet, which allows for measurement of large samples.