Analiza struktury łańcuchów środków-celów w skróconych wywiadach drabinkowych

• Autorzy: Adam Sagan , Eugeniusz Kąciak

Warianty tytułu

Analysis of Means-End Structures Emerging from Abbreviated Hard Laddering Interviews

• Języki publikacji: PL

Abstrakty

W artykule przedstawiono nowy sposób oceny jakości drabinek tworzonych przez respondentów w czasie wywiadu ladderingowego, uwzględniający różnice zarówno w kolejności czasowej, jak i w częstości ich tworzenia przez respondentów. Wprowadzono wskaźnik tzw. centralności drabinek oparty na znanym w analizie dziedziny kulturowej wskaźniku Smitha. Ponadto zaproponowano nową metodę analizy danych ladderingowych za pomocą asymetrycznej analizy korespendencji sumarycznej macierzy drabinek. Jej zastosowanie pozwala otrzymać dodatkową informację na temat dominujących wymiarów w strukturze łańcuchów środków-celów, a także wyznaczyć drabinki prominentne o największym wkładzie w bezwładność układu.(abstrakt oryginalny)

EN

The paper presents a new method of evaluating the quality of ladders obtained with the abbreviated hard laddering procedure (Kąciak and Cullen 2006). It is based on an analysis of summary ladder matrix (SLM) and top of mind awareness indices (TMA), which allows one to consider not only the sequence in which consecutive ladders are produced by the respondent but also the salience of these ladders. The quality of ladders is further examined through non-symmetrical correspondence analysis of the SLM. This makes it possible to obtain additional information on the dominant dimensions in the means-end structure and also to determine which prominent ladders contribute most to the system's inertia.(original abstract)

Słowa kluczowe

PL

Analiza środków-celów; Analiza korespondencji

EN

Means-Ends Analysis (MEA); Correspondence analysis

• Czasopismo: Zeszyty Naukowe / Uniwersytet Ekonomiczny w Krakowie
• Rocznik: 2013
• Numer: nr 904 Metody analizy danych
• Strony: 5--18

Twórcy

autor

Adam Sagan

• Uniwersytet Ekonomiczny w Krakowie

autor

Eugeniusz Kąciak

• Brock University, Canada

Bibliografia

• Ajzen I., Fishbein M. [1980], Understanding Attitudes and Predicting Social Behavior, Prentice Hall, Englewood Cliffs.
• Axelrod J.N. [1968], Attitude Measures That Predict Purchase, "Journal of Advertising Research", vol. 8(1).
• Bech-Larsen T., Nielsen N.A. [1999], A Comparison of Five Elicitation Techniques for Elicitation of Attributes of Low Involvement Products, "Journal of Economic Psychology", vol. 20, nr 3.
• D'Ambra L., Lauro N.C. [1992], Non Symmetrical Exploratory Data Analysis, "Statistica Applicata", vol. 4, nr 4.
• Grunert K.G., Grunert S.C. [1995], Measuring Subjective Meaning Structures by the Laddering Method: Theoretical Considerations and Methodological Problems, "International Journal of Research in Marketing", vol. 12, nr 3.
• Gutman J. [1982], A Means-End Chain Model Based on Consumer Categorization Process, "Journal of Marketing", vol. 46(2).
• Gutman J. [1997], Means-End Chains as Goal Hierarchies, "Psychology and Marketing", vol. 14, nr 6.
• Huber F., Beckmann S.C., Herrmann A. [2004], Means-End Analysis: Does the Affective State Influence Information Processing Style?, "Psychology and Marketing", vol. 21(9).
• Kąciak E., Cullen C.W. [2006], Analysis of Means-End Chain Data in Marketing Research, "Journal of Targeting, Measurement and Analysis for Marketing", vol. 15(1).
• Kąciak E., Cullen C.W. [2009], A Method of Abbreviating a Laddering Survey, "Journal of Targeting, Measurement and Analysis for Marketing", vol. 17(2).
• Kąciak E., Cullen C.W., Sagan A. [2010], The Quality of Ladders Generated by Abbreviated Hard Laddering, "Journal of Targeting, Measurement and Analysis for Marketing", vol. 18, nr 3-4.
• Kroonenberg P., Lombardo R. [1999], Nonsymmetric Correspondence Analysis: A Tool for Analysing Contingency Tables with a Dependence Structure, "Multivariate Behavioral Research", vol. 34, nr 3.
• Olson J.C., Reynolds T.J. [2001], The Means-End Approach to Understanding Consumer Decision Making [w:] Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy, ed. T.J. Reynolds, J.C. Olson, Lawrence Earlbaum Associates, Mahwah.
• Phillips J.M., Reynolds T.J. [2009], A Hard Look at Hard Laddering. A Comparison of Studies Examining the Hierarchical Structure of Means-End Theory, "Qualitative Market Research: An International Journal", vol. 12(1).
• Pitts R.E., Wong J.K., Whalen J.D. [1991], Consumers' Evaluative Structures in Two Ethical Situations: A Means-End Approach, "Journal of Business Research", vol. 22, nr 2.
• Reynolds T.J. [2006], Methodological and Strategy Development Implications of Decision Segmentation, "Journal of Advertising Research", December.
• Reynolds T.J., Gutman J. [1988], Laddering Theory, Method, Analysis, and Interpretation, "Journal of Advertising Research", February/March.
• Reynolds T.J., Gutman J. [2001], Laddering Theory, Method, Analysis, and Interpretation [w:] Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy, ed. T.J. Reynolds, J.C. Olson, Lawrence Earlbaum Associates, Mahwah.
• Reynolds T.J., Phillips J.M. [2008], A Review and Comparative Analysis of Laddering Research Methods: Recommendations for Quality Metrics, "Review of Marketing Research", vol. 5(6).
• Sagan A. [2004], Structural Model of Product Meaning Using Means-End Approach [w:] Innovations in Classification Data Science, and Information Systems, ed. D. Baier, K.-D. Wernecke, Brandenburg University of Technology, Springer-Verlag, Cottbus.
• ter Hofstede F., Steenkamp J.-B.E.M., Wedel M. [1999], International Market Segmentation Based on Consumer-Product Relations, "Journal of Marketing Research", vol. 36, February.
• Woodside A.G. [2004], Advancing Means-End Chains by Incorporating Heider's Balance Theory and Fournier's Consumer-Brand Relationship Typology, "Psychology and Marketing", vol. 21(4).
• Woodside A.G., Trappey R.J. III [1992], Finding Why Customers Shop Your Store and Buy Your Brand: Automatic Cognitive Processing Model of Primary Choice, "Journal of Advertising Research", November/December.