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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Published in | Qualitative market research Vol. 5; no. 2; pp. 87 - 95 |
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Main Authors | , , , |
Format | Journal Article |
Language | English |
Published |
Bradford
MCB UP Ltd
01.06.2002
Emerald Group Publishing Limited |
Subjects | |
Online Access | Get full text |
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Abstract | 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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AbstractList | 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. This paper 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 to identify sets of variables that foster customer, given that it represents one of the most strategic sectors in Spain. |
Author | Küster, Inés Enrique Bigné, J Aldás-Manzano, Joaquín Vila, Natalia |
Author_xml | – sequence: 1 givenname: J surname: Enrique Bigné fullname: Enrique Bigné, J organization: J. Enrique Bigné is Professor in Marketing, Department of Business Management in the Economics Faculty of Valencia University – sequence: 2 givenname: Joaquín surname: Aldás-Manzano fullname: Aldás-Manzano, Joaquín organization: Joaquín Aldás-Manzano is Assistant Professor of Marketing in the Department of Business Administration "Juan Jose Renau-Piqueras" in the Economics Faculty of Valencia University – sequence: 3 givenname: Inés surname: Küster fullname: Küster, Inés organization: Inés Küster is an Assistant Professor in Marketing in the Department of Business Management in the Economics Faculty of Valencia University – sequence: 4 givenname: Natalia surname: Vila fullname: Vila, Natalia organization: Natalia Vila is an Assistant Professor in Marketing in the Department of Business Management in the Economics Faculty of Valencia University |
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SubjectTerms | Brand loyalty Cluster analysis Concept mapping Customer satisfaction Customers Focus groups Loyalty Marketing Packaged goods Profits Qualitative research Studies Travel agencies Travel agents |
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Title | The concept mapping approach in marketing: an application in the travel agencies sector |
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