Title of the dataset:
MECAnalysisTool: A method to analyze consumer data

Creators:
Kirstin Foolen-Torgerson  Business Economics, Wageningen University & Research			ORCID: 0000-0002-7769-8000
Fleur Kilwinger 	  Knowledge Technology and Innovation, Wageningen University & Research ORCID: 0000-0001-5853-795X

Contributors:
Wouter Foolen
Ynte van Dam
Conny Almekinders
Jeffery Bentley

Related publication:
Kilwinger FBM & van Dam YK (2021). Methodological considerations on the means-end chain analysis revisited. Psychology and Marketing, 38(9), 1513-1524.
DOI: https://doi.org/10.1002/mar.21521

Description:
This Excel based tool was developed to analyze means-end chain data. The tool consists of a user manual, a calculator file for analyzing your data, and instructional videos. 
The purpose of this tool is to aggregate laddering data into hierarchical value maps showing means-end chains. The summarized results consist of (1) a summary overview,
(2) a matrix, and (3) output for copy/pasting into NodeXL to generate hierarchal value maps (HVMs). To use this tool, you must have collected data via laddering interviews. Ladders are codes linked together consisting of attributes, consequences and values (ACVs). 

Keywords:
Means-end chain analysis
Laddering
Hierarchical value map
product evaluation
Product valuation
Data aggregation
MEC
Consumer behaviour
Decision making


This dataset contains the following files:
User Guide to Means-End Chain Analysis: The Data Analysis Manual_vs.1.1.docx 
MECAnalysisTool_Calculator_vs.1.3.xlsx
Tutorial_HowToInputData_DirectAndIndirectLinks.pptx
Tutorial_HowToInputData_PPCR.pptx

The Tutorials are also available on YouTube.com for convenience:
Using the MEC Analysis Tool: How to input direct and indirect links (part 1):
https://www.youtube.com/watch?v=uz96RLX99NI
Using the MEC Analysis Tool: Preferred Product Characteristic Rating (part 2):
https://www.youtube.com/watch?v=ugFFXSob8X8&t=279s


Methods, materials and software:
This software was developed in Excel of Microsoft Office 365 version 2102. Please read the "Required Settings" tab in the Excel file for correct usage.

This dataset is published under the CC BY (Attribution) license.
This license allows reusers to distribute, remix, adapt, and build upon the material in any medium or format, so long as attribution is given to the creator.

Updates from the previous version:
  Updates for the Excel file(s):
   (i) The Excel files had a bug in them regarding external linking and out of date Excel functions that made it inoperable for some users. These bugs have been fixed.
   (ii) The file is also expanded in terms of how many direct and indirect links could be inserted (upon request from a user).
   (iii) Upon finding that a change in settings within Excel could eliminate the need for the Data Input file, the recommendation was included in the new calculator file and the data input file is no longer needed.
  Updates for the User guide: 
   (i) It was found that a space needs to be included between each participant's accumulation of ladders in order for the calculation to work correctly. This note is mentioned in the user guide.    
   (ii) Based on the changes done to the tool, the user guide was updated accordingly in vs 1.1. 
