The concept mapping approach in marketing: an application in the travel agencies sector

Presents the concept mapping technique as a tool in marketing research. The advantage of this technique lies in the development of qualitative research techniques like focus groups, by structuring results in an objective form; through representing the ideas expressed on a perceptual map. Technique r...

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Bibliographic Details
Published inQualitative market research Vol. 5; no. 2; pp. 87 - 95
Main Authors Enrique Bigné, J, Aldás-Manzano, Joaquín, Küster, Inés, Vila, Natalia
Format Journal Article
LanguageEnglish
Published Bradford MCB UP Ltd 01.06.2002
Emerald Group Publishing Limited
Subjects
Brand loyalty
Cluster analysis
Concept mapping
Customer satisfaction
Customers
Focus groups
Loyalty
Marketing
Packaged goods
Profits
Qualitative research
Studies
Travel agencies
Travel agents
Cluster analysis
Loyalty
Customer satisfaction
Travel agents
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Summary:Presents the concept mapping technique as a tool in marketing research. The advantage of this technique lies in the development of qualitative research techniques like focus groups, by structuring results in an objective form; through representing the ideas expressed on a perceptual map. Technique requires statistical tools such as multidimensional scaling and cluster analysis. Its study has been applied here to identify sets of variables that foster customer, given that it represents one of the most strategic sectors in Spain.
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ISSN:1352-2752
1758-7646
DOI:10.1108/13522750210423724