MECAnalysisTool: A method to analyze consumer data

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).本基于Excel的工具专为分析手段-目的链（means-end chain）数据而开发。该工具涵盖用户手册、数据分析计算器文件及教学视频。本工具的核心功能为将阶梯访谈数据聚合为可展示手段-目的链的层级价值图。其生成的汇总结果包含三部分：(1) 结果概述，(2) 矩阵文件，(3) 可直接复制粘贴至NodeXL以生成层级价值图（HVMs）的输出文件。使用本工具前，需先通过阶梯访谈法（laddering interviews）完成数据采集。此处的阶梯链指由属性、结果与价值（ACVs）串联形成的编码集合。