A Values Inventory: Methods, Results and Marketing Applications
In this article we discuss the development of a values inventory in the Netherlands. We describe the research procedures, as well the application of the values inventory as a market research tool. The construction of the value list started with 20 qualitative interviews. The coded conversations contained 1372 value descriptions, which were condensed to 160 representative values. The distances between the 160 values were judged by a consumer panel (N=2000). Principal component analysis of these results yielded six factors: relationships, social orientation, traditional values, safety, family life and conformity. These factors appeared to be stable in three different split-half tests. Some of these factors showed some resemblance to factors found in earlier studies. The total set of research material potentially represents a value thesaurus. Evaluation of the procedures suggests that they may be successfully applied in other countries.
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Document Type: Research Article
Publication date: 2003-03-01
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