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Author
Sagan Adam (Kolegium Nauk o Zarządzaniu i Jakości)
Title
Metody sieciowe w analizie łańcuchów środków-celów z wykorzystaniem programu UCINET
Network Methods in Analysis of Means-End Chains Using the UCINET Program
Source
Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie, 2001, nr 558, s. 23-36, bibliogr. 8 poz.
Keyword
Badania marketingowe, Analiza danych statystycznych, Metody sieciowe, Analiza środków-celów, Analiza sieciowa
Marketing research, Statistical data analysis, Network methods, Means-Ends Analysis (MEA), Network analysis
Note
summ.
Abstract
W artykule autor przedstawił zastosowania wybranych metod sieciowych do analizy łańcuchów środków-celów z zastosowaniem programu komputerowego UCINET. Ze znanych metod sieciowych, autor używa metody umożliwiającej mu zdefiniowanie wspólnych relacji pomiędzy cechami, korzyściami konsumpcji i osobistej oceny konsumentów.

This article concerns the application of selected network methods in analysis of data from laddering interviews using the UCINET computer program. This analysis was conducted on the basis of empirical data taken from research into Cooler wines carried out by Gutman and Reynolds using the laddering technique. Among the well-known methods of network analysis, the author uses a method enabling him to define the mutual relations between: features, consumption benefits, and the personal values of consumers. In particular, he analyses the geodesic distances between elements, defines the centrality of positions and relations on the basis of Freeman's and Bonacich's closeness and centrality indices and identifies relatively isolated cliques linking relevant feature chains, the consequences of choosing them, and personal values. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics
Bibliography
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  1. Bonacich P., Power and Centrality: A Family of Measures, "American Journal of Sociology", 1987, nr 92.
  2. Borgatti S., Anthropac 4.0, Methods Guide, Natic M.A. Analytic Technologies, 1996.
  3. Borgatti S., Everett M., Freeman L., UCINET 5.0 for Windows. Software for Social Network Analysis. User's Guide, Natic, Analytic Technologies, 1999.
  4. Hanneman R., Introduction to Social Networks, University of California, On-line Textbooks, http://wizard.ucr.edu.
  5. Reynolds T., Gutman J., Laddering Theory, Method, Analysis and Interpretation, Journal of Advertising Research 1988, nr 2.
  6. Struktura, wymiana, władza. Studia z socjologii teoretycznej, red. T. Sozański, J. Szmatka, M. Kempny, IFIS PAN, Warszawa 1994.
  7. Valette-Florence P., Rapacchi B., Improvements in Means - End Analysis, "Journal of Advertising Research" 1991, nr 2.
  8. Wasserman S., Faust K., Social Network Analysis: Methods and Applications: Research from the Social and Behavioral Sciences, Newbury Park, Sage 1994.
Cited by
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ISSN
0208-7944
Language
pol
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