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Protocol for Data Collection and Analysis Applied to Automated Facial Expression Analysis Technology and Temporal Analysis for Sensory Evaluation
Published on: August 26, 2016
[Analyzing consumer preference by using the latest semantic model for verbal protocol]
Yuki Tamari1, Kazuhisa Takemura
1Department of Psychology, Waseda University, Takemura.
Shinrigaku Kenkyu : the Japanese Journal of Psychology
|April 21, 2012
Summary
This study analyzed consumer preferences for competing hamburger brands using verbal protocols. Key decision frames, derived from student opinions, effectively predicted brand preferences.
Area of Science:
- Consumer behavior research
- Marketing science
- Psychological modeling
Context:
- Investigates consumer decision-making in competitive markets.
- Focuses on the fast-food industry in Japan, comparing McDonald's and Mos Burger.
- Utilizes verbal protocols to capture nuanced consumer opinions.
Purpose:
- To develop and test a preference model based on verbal protocols.
- To identify latent decision frames influencing consumer choices.
- To predict brand preferences using estimated decision frames.
Summary:
- 150 university students provided verbal feedback on McDonald's and Mos Burger.
- Singular value decomposition analyzed verbal data to estimate decision frames.
- Logistic regression successfully predicted consumer preferences from these frames.
Impact:
- Demonstrates the effectiveness of verbal protocol analysis in understanding consumer preferences.
- Highlights the importance of identified decision frames in marketing strategy.
- Provides a methodological approach for future brand preference research.
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