2013 Fiscal Year Final Research Report
Consumer research by storytelling based on state transition model
| Project/Area Number |
23653109
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| Research Category |
Grant-in-Aid for Challenging Exploratory Research
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | Kanto Gakuin University |
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Principal Investigator |
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| Project Period (FY) |
2011 – 2013
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| Keywords | 消費者行動 / 生活物語 / 状態遷移 / 因果関係 |
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| Research Abstract |
This study is to realize "life stories," which explain consumer's judgment regarding why they choose a specific product based on cause/result reasoning. By adopting UML, a global standard, it is expected that structural story data can combine robustness, concreteness of natural language and strictness, universality of mathematical model. That may possibly result some benefits such as coordination between "qualitative analysis and quantitative analysis" and/or "marketing research and advertising story."
The applicant has found it is possible to construct a modeling system by using just three kinds among variety of UML diagrams. The result supports the efficiency of the method. This may be because respondents (consumers) who are not specialist on ICT are not good at understanding the meaning of the diagrams, but it is easier for them to response in natural language based on the model structure, then they are more inspired concerning their own needs and or idea.
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