Unravelling concealed cognitive structures: generalised linear modelling of hierarchical value maps

Ting-Jui Chou, Veronica Wong

Research output: Contribution to journalArticle

Abstract

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.

Original languageEnglish
Pages (from-to)521-542
Number of pages22
JournalInternational Journal of Market Research
Volume51
Issue number4
DOIs
Publication statusPublished - 7 Sep 2009

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