Means-End Chains & Laddering Course - 1 ECTS

Organised by Wageningen School of Social Sciences (WASS)

Wed 18 October 2017 until Tue 24 October 2017

Duration Registration deadline: Wednesday 11 October 2017
Venue Leeuwenborch, gebouwnummer 201


Means – End Chains/Laddering is an approach used in consumers studies to understand the perceptions and motivations of consumers for particular products. This training will focus on the use and adaptation of the approach to understand farmers’ perceptions of, and motivations to prefer, particular varieties, seeds or seed sources. The final product of the workshop is a research plan for data collection and analysis.

The approach can also be used for researching perceptions and motivations of consumers and potential users of other products. Students are invited to bring in and develop a research plan for their product of interest.


Day 1 2 3 4 5
Conceptual Subjectivity in perception Means-End-chains Aggregation and interpretation Questions and Feedback Questions and Feedback
Methodology Kelly’s Repertory grid Laddering Implication matrix and HVM Open Space Research plan Open Space Research plan
Practice Attribute elicitation Laddering interviews Analysis
Report Elicitation plan for field study Pitfalls Laddering report


Session 1 2017-10-18 09:00-12:30
Session 2 2017-10-19 09:00-12:30
Session 3 2017-10-20 09:00-12:30
Session 4 2017-10-23 09:00-12:30
Session 5 2017-10-24 09:00-12:30

The afternoons are needed for self-study

Learning outcomes

After successful completion of this course, participants are expected to be able to:

·          Understanding underlying assumptions and theory associated with the approach

·          Being able to design a data collection and analysis plan

·          Being able to carry out the data collection and analysis

Course fee 

The course is free. However, if you have registered and do not show up at the course, you will be charged a no-show fee of €25.