Mapa Hierárquico de Valor: Um Tutorial Para Sua Construção Manual

Abstract

Authors of Marketing articles that use Means-End Theory to get to consumers´ final values pursued when purchasing goods and services often use the laddering technique in interviews aimed at primary evidence. The treatment of this evidence is usually done through hierarchical values maps (HVM), showing how certain attributes of those products or services are linked to personal values. The construction of these maps can be - and often is – done by softwares. This implies the inexistence of a method description in these articles. However, epistemologically it is important to understand how this construction is done, especially in the case of researchers who, for whatever reason, do not use such softwares. This article is a tutorial for the manual construction of a MHV.

Keywords

• Marketing
• Laddering
• Hierarchical Value Map
• Tutorial