search query: @author Clarke, I. / total: 7
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| Author: | Clarke, I. Horita, M. Mackaness, W. |
| Title: | The spatial knowledge of retail decision makers: capturing and interpreting group insight using a composite cognitive map |
| Journal: | International Review of Retail, Distribution and Consumer Research
2000 : JUL, VOL. 10:3, p. 265-286 |
| Index terms: | RETAILING KNOWLEDGE COGNITION |
| Language: | eng |
| Abstract: | The paper argues that existing techniques for retail site evaluation ignore the useful 'soft' insights of retail executives. It outlines a technique for constructing a composite map of retail decision makers' insights into the location influences affecting store performance. It has two objectives: to show how the method can be used to construct a basic knowledge base by helping to elicit decision makers' spatial knowledge; and to clarify the status of the maps in terms of the process of group decision making. |
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