Reference no: EM133502490

Assignment: Means End Analysis MEA Technique Presentation

Max. 20 PowerPoint slides including hierarchical value map.

As outlined in the Assignment Creative Brief, the purpose of the assignment is to conduct an interview analysis so you can better understand how the target market perceives the client's product.

You will use means-ends analysis to analyse the four interview transcripts in the file attached.

Guidance on how to conduct a means-ends analysis is available via the Means-ends analysis guide file.

Once you have completed your means-ends analysis, you will need to write up your analysis in the form of a PowerPoint presentation. Treat these slides as if you were preparing them to present your findings to the client. The components you will need to include in your PowerPoint presentation are:

1. Presentation context. This includes whether the presentation explains the purpose of the analysis and describes the type of analysis being conducted.

2. Clarity of the analysis summary. This includes whether the findings of the analysis have been clearly and concisely summarized to the client, and whether appropriate quotes from the interviews have been used to add context to this summary.

3. Accuracy of the hierarchical value map. This includes whether the hierarchical value map included as part of the presentation:

a. Accurately summarises the interview content.
b. Contains all necessary codes and labels.

To sum up, in the PowerPoint file you will need to:

Question 1. Analyze four interview transcripts using means-ends analysis.
Question 2. Prepare a single hierarchical value map that summarises the findings of your means-ends analysis.
Question 3. Provide a written summary of your hierarchical value map.