First steps towards a lossless representation of questionnaire data and its aggregation in social science and marketing research
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989592%3A15210%2F18%3A73589082" target="_blank" >RIV/61989592:15210/18:73589082 - isvavai.cz</a>
Result on the web
<a href="http://knowledgeconference.upol.cz/downloads/2018-Knowledge_for_Market_Use_Proceedings.pdf" target="_blank" >http://knowledgeconference.upol.cz/downloads/2018-Knowledge_for_Market_Use_Proceedings.pdf</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
First steps towards a lossless representation of questionnaire data and its aggregation in social science and marketing research
Original language description
The paper presents a novel approach for the assessment of questionnaire data. It suggests a multiple- criteria multi-expert evaluation framework capable of reflecting perceived importance of the answers by individual respondents. The importance of specific answer categories for the user of the evaluation/analysis is also reflected. Likert-scale inputs are represented using histograms, so are the aggregated evaluations (aggregation across several items, across all the evaluators). We suggest the concept of histogram weights of criteria for the analysis of marketing-survey data. Marketing implications of the lossless representation of questionnaires and the possibility of reflecting weights of answers specified by the user/buyer of the analysis (to reflect specific goals of the analysis, such as stressing negative consumer reviews) are discussed.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50202 - Applied Economics, Econometrics
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Knowledge for Market Use 2018: Public Finances in the Background of Sustainable Development - International Scientific Conference Proceedings
ISBN
978-80-244-5392-7
ISSN
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e-ISSN
neuvedeno
Number of pages
7
Pages from-to
112-118
Publisher name
Univerzita Palackého v Olomouci
Place of publication
Olomouc
Event location
Olomouc
Event date
Sep 6, 2018
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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