First steps towards a lossless representation of questionnaire data and its aggregation in social science and marketing research

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

First steps towards a lossless representation of questionnaire data and its aggregation in social science and marketing research

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

First steps towards a lossless representation of questionnaire data and its aggregation in social science and marketing research

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50202 - Applied Economics, Econometrics

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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

Počet stran výsledku

7

Strana od-do

112-118

Název nakladatele

Univerzita Palackého v Olomouci

Místo vydání

Olomouc

Místo konání akce

Olomouc

Datum konání akce

6. 9. 2018

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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