Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 2

Search results for: A. Kanto

2 Rethinking the Analysis of Means-End Chain Data in Marketing Research

Authors: P. Puustinen, A. Kanto

Abstract:

This paper proposes a new procedure for analyzing means-end chain data in marketing research. Most commonly the collected data is summarized in the Hierarchical Value Map (HVM) illustrating the main attribute-consequence-value linkages. This paper argues that traditionally constructed HVM may give an erroneous impression of the results of a means-end study. To justify the arguments, an alternative procedure to (1) determine the dominant attribute-consequence-value linkages and (2) construct HVM in a precise manner is presented. The current approach makes a contribution to means-end analysis, allowing marketers to address a set of marketing problems, such as advertising strategy.

Keywords: Means-end chain analysis, Laddering, Hierarchical Value Map.

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1 Automatic Detection and Spatio-temporal Analysis of Commercial Accumulations Using Digital Yellow Page Data

Authors: Yuki. Akiyama, Hiroaki. Sengoku, Ryosuke. Shibasaki

Abstract:

In this study, the locations and areas of commercial accumulations were detected by using digital yellow page data. An original buffering method that can accurately create polygons of commercial accumulations is proposed in this paper.; by using this method, distribution of commercial accumulations can be easily created and monitored over a wide area. The locations, areas, and time-series changes of commercial accumulations in the South Kanto region can be monitored by integrating polygons of commercial accumulations with the time-series data of digital yellow page data. The circumstances of commercial accumulations were shown to vary according to areas, that is, highly- urbanized regions such as the city center of Tokyo and prefectural capitals, suburban areas near large cities, and suburban and rural areas.

Keywords: Commercial accumulations, Spatio-temporal analysis, Urban monitoring, Yellow page data

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