Improving the graphic representation of means-end results

Abstract A common output of a means-end study is a tree-like network diagram often called a Hierarchical Value Map (HVM). An HVM presents a graphical representation of a set of means-end chains which can be thought of as an aggregate (e.g., market-level) cognitive structure map. Using concepts from statistical graphics, graphical perception theory and the semiology of graphics, we examine ways of improving the design of the HVM such that it better represents the original data in a clear and simple fashion. We compare the traditional HVM design to an alternative design format using data from an empirical study of ski destination choice. Finally, we discuss the usefulness of the new format for theoretical research and strategic decision making.

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