Cases as configurations: using combinatorial and fuzzy logic to analyse marketing data

被引：19
|
作者：
Kent, RA [1 ]
机构：
[1] Univ Stirling, Dept Mkt, Stirling FK9 4LA, Scotland
来源：
INTERNATIONAL JOURNAL OF MARKET RESEARCH | 2005年 / 47卷 / 02期
关键词：
D O I：
10.1177/147078530504700202
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Traditional variable-centred analyses of marketing data are not well suited to the discovery of logical relationships between combinations of factors. This paper suggests that we may need to rethink what we mean by a 'case' and to view cases as configurations of characteristics rather than units of analysis. The processes of using combinatorial logic and fuzzy logic are explained. A new piece of software is introduced and applied to a dataset so that traditional analysis and fuzzy-set qualitative comparative analysis results can be compared.
引用
收藏
页码：205 / 228
页数：24
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