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.
Research Papers
An international radio station and its audience in Romania
Catalogue: 2nd Radio Research Symposium
Authors: Daniel Nobi, Jacques Braun
 
June 15, 1997
Research Papers
Measuring audience for unaddressed printed matter
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Pierre Calmard, Jacques Braun
Company: Mediametrie
September 1, 1996
Research Papers
A method for evaluating the importance of perceived attributes
Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Daniel Bachelet, Joseph Lion
 
June 15, 1998
