Open Conference Systems, ICQQMEAS2009

Font Size: 
A NEW APPROACH ON THE PROCESSING OF QUESTIONNAIRES BASED ON THE PRINCIPLES OF SEMIOMETRY
Dimitrios Karapistolis, Victoria Koemtzopoulou, Evdokia Konstantinidou

Last modified: 2015-09-15

Abstract


This paper displays a new processing technique for the market research questionnaires using a method of combined analysis, which is based on the principles of Semiometry. Based upon the triple version of each word “feeling, importance and direction”, a geographic dictionary is created, in which the words are not placed in alphabetical order but each one of them is positioned in relation to the other words according to the emerged feeling of the person under question. A researcher who is willing to realize a market research using this new technique does not aim at obtaining opinions derived from questionnaires that are presented in a form of a sentence, which can more or less direct the asked person to specific responses, but intends to attribute values in certain words relatively to the pleasant or undesirable feeling evoked by their appeal, so as to finally emerge the basic structure of the psychograph of the social group the research is referred to. With the elaboration of the aforementioned words using the Principal Component Analysis, and in combination with the social-professional variables, which are considered as supplementary variables, the researcher is given the chance to observe the emotional world of the social set that is of his interest, so as to evaluate qualitatively the subject under investigation using data analysis methods

Full Text: PDF