Methodological and Conceptual Framework of Means-End Chain Model for Housing Environment Research

Many theories, concepts and models have been evolved and developed over the years and used for housing research with some measuring only the objective characteristics of housing while others measure the subjective characteristics of the housing user. The Means-End Chain (MEC) model, although originally developed to link consumer products and products’ use research, is gaining acceptability within housing research over the past one decade. MEC model, unlike the other housing research theories and models, has been a potent and effective instrument in measuring both aspects of objective housing environment and the subjective characteristics or motivational factors of the housing user. MEC modeling approach is intuitively appealing and has won acceptance both in academic research and in practice. This conceptual and theoretical paper explores from literature the MEC model and attempts to propagate its use as a modeling research domain for housing environment research. It also presents the methodological framework employed by MEC model for data collection and data management. Data analysis in MEC is quite tasking and complex; there is therefore a need for a development of a simplified analysis format and an analytical tool that will be able to assist the researcher in managing the data generated by the laddering interviews.Keywords: Housing Preference and Choice, Laddering Technique, Means-End Chain, Stated Housing Preference and Choice Model