Abstract:

The classic approach to the construction of a questionnaire containing products perception items involves three phases: - a qualitative phase; - a data reduction phase; - the definitive questionnaire is then drawn up. This paper describes a method that avoids the need for a data reduction phase: - the Kelly Grids technique is used in the qualitative phase. Each answer (and not each interviewee) is considered as an observation. This means that for 15 interviews generating an average 30 items one obtain 450 observations; - The findings are directly used as input of a processing chain of the multivariate type. Parts 1 and 3 are concerned with theoretical background and processing method. Parts 2 and 4 describe the problem to be solved and the principal findings of an application of the method to TV broadcasts.