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

• Published in: Qualitative market research Vol. 5; no. 2; pp. 87 - 95
• Main Authors: Enrique Bigné, J, Aldás-Manzano, Joaquín, Küster, Inés, Vila, Natalia
• Format: Journal Article
• Language: English
• 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

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...