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.
|| Subjectivity in perception
||Aggregation and interpretation
|| Questions and Feedback
||Questions and Feedback
||Kelly’s Repertory grid
||Implication matrix and HVM
|| Open Space Research plan
||Open Space Research plan
||Elicitation plan for field study
| Session 1
| Session 2
| Session 3
| Session 4
| Session 5
The afternoons are needed for self-study
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
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.