Depending on your background and interest, you can choose three avenues for your initial study of The Consumer Valuescope.

For an executive summary and a general orientation read the Basics shown here.

Students of market research who need to know alternative approaches and methods check Textbook.

Sociologists and anthropologists who want the historical and theoretical foundations for the study of values check Theory.

Contents of Basics:

The Uses
Value Space
Types of Consumers
Frequency Analysis
Gravity Analysis
The Method
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