Development of a research tool for the elicitation of consumer response

A new consumer research tool is proposed for eliciting consumer responses from unstructured data, such as narratives.
  

Development of a research tool for the elicitation of consumer response

Tracy X.P. Zou and W. B. LeeThe Hong Kong Polytechnic University

INTRODUCTION

The last two decades have seen the growing use of qualitative interpretive methodologies in market...

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