Development of a research tool for the elicitation of consumer response

Tracy X.P. Zou and W. B. Lee

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 research (Malhotra & Peterson 2001). Interpretive researchers believe that consumer research should assist them to understand consumer experience in their own language instead of staying within the scientific paradigm of personal distance and an assumed theoretical structure (Szmigin & Foxall 2000). A number of qualitative methods, including phenomenology, hermeneutics, discourse analysis and grounded theory, have been adopted...

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