From the ESOMAR Handbook of Marketing and Opinion Research, edited by Colin McDonald and Phyllis Vangelder, 4th edition, Amsterdam 1998, Section 25 by Hans L Zetterberg, City University of Stockholm and ValueScope AB. Copyright © 1998 ESOMAR and the author.

Contents:

The Uses of Value Research in Marketing

Theory-Based Systems of Value Measurement

An Illustration from Psychological Theory

Figure 1. The Two Paths to Value Maturity according to VALS

An Illustration from Sociological Theory

Figure 2. Ideational and Sensate Values and Media Technology

Figure 3. Gemeinschaft and Gesellschaft in a Three-Dimensional Value Space

Value Carrier Summary Table

Figure 4. Types of Value Carriers (according to Valuescope) and Possession of a Drivers Licence in Germany

Ad hoc Systems of Value Measurements

Correspondence Analysis and the Study of Gravity Points

Figure 5. Correspondence Analysis of Selected Value Responses. Sweden 1982

Figure 6. Food Preferences Imposed on the Value Map in Figure 5

Cluster Analysis and the Establishment of Target Groups

Figure 7. Clustering the European Population

Factor Analysis and the Establishment of Axis and Sectors and Segments

Figure 8. Per Cent Coca-Cola Drinkers in Denmark in Value Groups Delineated by Sectors

Figure 9. Per Cent in Norway Who Consider Tax Evasion Unacceptable in Value Groups Delineated by a Grid

Questionnaires in Value Research