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Unravelling Concealed Cognitive Structures: Generalised Linear Modelling of Hierarchical Value Maps

Chou, T.-J., 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 1470-7853. (doi:10.2501/S1470785309200712) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.2501/S1470785309200712

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
DOI/Identification number: 10.2501/S1470785309200712
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Cathy Norman
Date Deposited: 09 Jan 2013 14:38 UTC
Last Modified: 29 May 2019 09:54 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/32823 (The current URI for this page, for reference purposes)
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