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

Chou, Ting-Jui and Wong, Veronica (2009) Unravelling concealed cognitive structures - generalised linear modelling of hierarchical value maps. International Journal of Market Research, 51 (4). pp. 521-542. ISSN 0025-3618

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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.

Item Type: Article
Schools and Departments: School of Business, Management and Economics > Business and Management
Depositing User: Veronica Wong
Date Deposited: 06 Feb 2012 19:03
Last Modified: 23 Mar 2012 10:28
URI: http://sro.sussex.ac.uk/id/eprint/19137
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