haku: @author Marsden, P. / yhteensä: 1
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| Tekijä: | Marsden, P. |
| Otsikko: | What "Healthy-Living" means to consumers: trialling a new qualitative research technique |
| Lehti: | International Journal of Market Research
2002 : VOL. 44:2, p. 223-234 |
| Asiasana: | CONSUMER BEHAVIOUR HEALTH QUALITATIVE RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | The shared meaning of "Healthy-Living" for a set of consumers is unpacked into its component memes (genes of meaning) using a new associative meaning mapping technique. This sample qualitative technique extends the method of associative group analysis and uses a Darwinian "Survival of the Fittest" rationale to build up a group-level summary map of meaning from individuals' chains of associations around Healthy-Living. |
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