TY - JOUR
T1 - Unravelling concealed cognitive structures
T2 - generalised linear modelling of hierarchical value maps
AU - Chou, Ting-Jui
AU - Wong, Veronica
PY - 2009/9/7
Y1 - 2009/9/7
N2 - Graphical presentations of behavioural or semantic networks depicting human phenomena, such as consumer decision-making, have been valued greatly as data distillation tools by both practitioners and academics. However, concerns about the validity of subjective interpretation limit the analytical utility of these traditional approaches, including the analysis of hierarchical value maps (HVMs) derived from means-end chain studies. The authors present an approach for transforming qualitative HVM data into generalised linear models to aid quantitative inferences without compromising the richness of qualitative insights.
AB - Graphical presentations of behavioural or semantic networks depicting human phenomena, such as consumer decision-making, have been valued greatly as data distillation tools by both practitioners and academics. However, concerns about the validity of subjective interpretation limit the analytical utility of these traditional approaches, including the analysis of hierarchical value maps (HVMs) derived from means-end chain studies. The authors present an approach for transforming qualitative HVM data into generalised linear models to aid quantitative inferences without compromising the richness of qualitative insights.
UR - http://www.scopus.com/inward/record.url?scp=69549092134&partnerID=8YFLogxK
U2 - 10.2501/S1470785309200712
DO - 10.2501/S1470785309200712
M3 - Article
AN - SCOPUS:69549092134
SN - 1470-7853
VL - 51
SP - 521
EP - 542
JO - International Journal of Market Research
JF - International Journal of Market Research
IS - 4
ER -