Means-end chains analysis online

Suzanne C. Beckmann and Morten Schrøder

Beckman and Schroeder applied means-end chains theory to Danish consumers' perceptions of half-ready and ready meals (HRM) using CAWI (computer-assisted web interviews).

Convenience, readymade
Digital media research
Denmark
Online panels & communities
Strategy

Means-End Chains Analysis Online

Suzanne C. BeckmannDepartment of Intercultural Communication and Management, Copenhagen Business School, Denmark.

Morten SchrøderDirector and Partner, Wilke A/S, Denmark.

THE MEANS-END CHAINS APPROACH IN MARKETING RESEARCH...

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