IPC분류정보
| 국가/구분 |
United States(US) Patent
등록
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| 국제특허분류(IPC7판) |
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| 출원번호 |
UP-0927222
(2004-08-25)
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| 등록번호 |
US-7769626
(2010-08-24)
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발명자
/ 주소 |
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| 출원인 / 주소 |
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| 대리인 / 주소 |
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| 인용정보 |
피인용 횟수 :
14 인용 특허 :
83 |
초록
▼
A method and system is disclosed that provides: (a) a theoretical framework for designing psychological research that uncovers individual decision-making networks, both in terms of sampling requirements and questioning methods, (b) an implementation interface to schedule and administer the appropria
A method and system is disclosed that provides: (a) a theoretical framework for designing psychological research that uncovers individual decision-making networks, both in terms of sampling requirements and questioning methods, (b) an implementation interface to schedule and administer the appropriate question sequences between an interviewer and a given individual, in real-time, via a web-based system, and (c) a coding and analysis system to summarize and quantify the potential of alternative decision structures to be used to optimize the development of marketing and communication strategies.
대표청구항
▼
What is claimed is: 1. A method for determining perceptions related to an object, comprising: obtaining and storing interview data in a non-transient electronic data storage, the interview data substantially defining how an interview is conducted; providing at least a portion of the interview data
What is claimed is: 1. A method for determining perceptions related to an object, comprising: obtaining and storing interview data in a non-transient electronic data storage, the interview data substantially defining how an interview is conducted; providing at least a portion of the interview data to an interviewer for conducting an interview with one or more respondents; communicating with the respondents, via a communications network, for conducting an interview with each of the respondents and for obtaining respondent data related to each respondent's perception of the object, wherein each respondent is presented with one or more equity questions, and one or more laddering questions; wherein the equity questions includes one of: (a-1) a positive equity question for receiving a respondent identified positive characteristic attributable to the object, wherein the positive characteristic is identified by the respondent as a positive reason for not utilizing the object less; (a-2) a negative equity question for receiving a respondent identified negative characteristic attributable to the object, wherein the negative characteristic is identified by the respondent as a negative reason for not utilizing the object more; wherein the one or more laddering questions includes at least some of: a question related to an attribute of the object, a question related to a functional consequence of the object, a question related to psychosocial consequence of the object, and a question related to a personal goal related to the object; storing in a non-transient electronic data storage the respondent data obtained, said respondent data including responsive data responsive to said equity and laddering questions; retrieving from the non-transient data storage, and coding said respondent data into a plurality of categories using computational machinery for the coding, wherein there is: (i) at least one category indicative of an attribute of the object, (ii) at least one category indicative of a functional consequence related to the object, (iii) at least one category indicative of a psychosocial consequence related to the object, and (iv) at least one category indicative of a value attributable to at least some of the respondents, the value being a personal goal of the at least some of the respondents; determining and storing in a non-transient data storage, a plurality of associations between said categories using computational machinery, the associations determined based on said responsive data for linking together two or more of the categories, or representations thereof, wherein for each one of the associations: each of the categories for the association is representative of a different corresponding respondent reason as to why respondents relate to the object as they do, wherein each of the respondent reasons is for a same respondent preference or nonpreference in relating to the object, and each of the respondent reasons is obtained using the respondent data, wherein each of the corresponding respondent reasons for the association corresponds to one of: (b-1) an attribute of the object contributing to respondents relating to the object in the same respondent preference or nonpreference, and the category therefor being in the category classification (i) above; (b-2) a functional consequence contributing to respondents relating of the object in the same respondent preference or nonpreference, and the category therefor being in the category classification (ii) above; (b-3) a psychosocial consequence contributing to respondents relating of the object in the same respondent preference or nonpreference, and the category therefor being in the category classification (iii) above; and (b-4) a respondent personal goal contributing to respondents relating of the object in the same respondent preference or nonpreference, and the category therefor being in the category classification (vi) above; using said associations for determining a corresponding perception of each of first and second population groups represented by respective first and second sets of said respondents using computational machinery, wherein the first and second sets differ in their preference related to the object; wherein the step of using includes a step of determining a respondent decision structure by selecting, according to a measurement of importance, one or more of the associations, or a representation thereof, the decision structure linking together the corresponding respondent reasons for the selected associations to form one or more chains of respondent reasoning, wherein each chain: (c-1) identifies a plurality of reasons why at least some of the respondents relate to the object as they do, (c-2) the reasons identified by the chain are for a same one of the attributes of the object; second determining at least one of: (d-1) a first one or more of the respondent reasons from the decision structure, wherein the first respondent reasons are indicative of the first group perceiving the object more favorably than the second group, and (d-2) a second one or more of the respondent reasons of the decision structure, wherein the second respondent reasons are indicative of the second group perceiving the object more favorably than the first group; wherein the step of second determining is dependent upon respondent mentions in the respondent data for the equity questions, wherein the mentions are indicative of the respondent reasons of the decision structure; and determining one or more perception differences between the first and second population groups by using different reasons between the first respondent reasons and the second respondent reasons. 2. The method of claim 1, wherein the second determining step determines both the first respondent reasons and the second respondent reasons. 3. The method of claim 1, wherein the second determining step uses the respondent data for both the positive equity question and the negative equity question. 4. The method of claim 1, wherein a ratio of a first number of the mentions to a second number of the mentions is used in the second determining step for determining the at least one of (d-1) and (d-2). 5. The method of claim 1, wherein a total number of the mentions is indicative of a particular one of the respondent reasons of the decision structure. 6. The method of claim 1, further comprising performing the following steps by computational machinery: first determining, for the first group of the respondents, a first ranking of the categories, wherein a ranking of each category, E, of at least some of the categories, by the first ranking, is such that the ranking of the category, E, is dependent upon: (i) a number of first responses from the respondent data for the first group, and (ii) a value dependent upon a number of second responses from the respondent data for the first group, second determining, for the second group of the respondents, a second ranking of the categories wherein a ranking of each category, F, of the at least some of the categories, by the second ranking, is such that the ranking of the category, F, is dependent upon: (iii) a number of first responses from the respondent data for the second group, and (iv) a value dependent upon a number of the second responses from the respondent data for the second group, third determining from the first and second rankings one or more of the at least some categories that distinguish the first group from the second group. 7. The method of claim 1, wherein the object includes a brand, a company, an organization, a product or a service. 8. The method of claim 1, wherein the decision structure includes: (i) a first category, or representations thereof, indicative of respondent supplied attributes of the object, (ii) a second category, or representations thereof, indicative of respondent supplied functional consequences related to the object, (iii) a third category, or representations thereof, indicative of respondent supplied psychosocial consequences related to the object, and (iv) a fourth category, or representations thereof, indicative of respondent supplied personal values related to the object; wherein there is a plurality of the associations in the decision structure for linking together the first, second, third, and fourth categories, or representations thereof, in the decision structure such that the first, second, third, and fourth categories, or representations thereof, and the plurality of associations provide a representation of associations in the mind of each of at least some of the respondents as to why each of the at least some respondents utilize the object to the extent that they do. 9. The method of claim 8, wherein there are first, second, and third association of the plurality of associations such that the first association associates the first and second categories, or representations thereof, the second association associates the second and third categories, or representations thereof, and the third association associates the third and fourth categories, or representations thereof. 10. The method of claim 6, wherein the ranking of at least one of the categories, or representations thereof, E is dependent upon the number of the first responses from the first group relative to the value dependent upon the number of the second responses from the first group. 11. The method of claim 6, wherein the value dependent upon the number of the second responses from the first group is representative of a total number of the first and second responses from the first group. 12. The method of claim 6, further determining the first group, wherein the first group of respondents are identified as being more loyal in utilizing the object than the second group of respondents. 13. The method of claim 6, wherein at least one of the positive equity questions requests one of the respondents to identify at least one characteristic related to the object, wherein for a particular rating of the object by the one respondent, the at least one characteristic prevents the one respondent from rating the object lower. 14. The method of claim 6, wherein the at least one of the negative equity questions requests one of the respondents to identify at least one characteristic related to the object, wherein for a particular rating of the object by the one respondent, the at least one characteristic prevents the one respondent from rating the object higher. 15. The method of claim 6, wherein the step of first determining includes for at least one of the categories, or representations thereof, a step of determining a ratio of: (i) a number of the categories, or representations thereof, from the respondents, for the at least one of the categories, or representations thereof, in the first responses to (ii) a number of the categories, or representations thereof, from the first and second responses for the at least one category, or representations thereof. 16. The method of claim 6, further including identifying the respondents of the first and second group prior to performing the steps of first determining the first ranking, second determining the second ranking, and third determining steps. 17. The method of claim 1, wherein said responsive data includes third responses from the respondents to at least one collection of the laddering questions. 18. The method of claim 17, wherein the decision structure includes a plurality of sequences of the categories, or representations thereof, wherein for each sequence of the sequences, the categories, or representations thereof, have an order obtained using an ordering of at least a portion said responsive data. 19. The method of claim 17, wherein the third responses includes responses to a first collection of the laddering questions, and to a second collection of the laddering questions. 20. The method of claim 1, wherein the plurality of categories includes: (i) a first category indicative of respondent supplied attributes of the object, (ii) a second category indicative of respondent supplied functional consequences related to the object, (iii) a third category indicative of respondent supplied psychosocial consequences related to the object, and (iv) a fourth category indicative of respondent supplied values related to the object. 21. The method of claim 20, wherein the decision structure includes a plurality of ordered sequences of the categories, or representations thereof, wherein for each sequence of the sequences, the categories, or representations thereof, have an order obtained using an ordering of the first, second, third and fourth categories.
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