Proposing a new logic for data analysis in marketing and consumer behavior: case study research of large-N survey data for estimating algorithms that accurately profile X (extremely high-use) consumers

摘要

Rather than taking a variable-oriented approach, the study here extends Ragin's (1999) perspective on studying conjunctive paths or “causal recipes” for a limited number of cases (usually n  30) to the study of such paths in a large number of cases (n300 - or, in the study here, n30,000). The aim here is to provide a primer in theory and practice of qualitative comparative analysis (QCA) — a method that goes beyond considering the net contributions of individual variables in influencing a dependent variable. The study aims to describe alternative conjunctive paths (estimated algorithms using Boolean algebra and set theory) that associate with a given outcome. The “outcome condition” being modeled (predicted) in the study are cases (travelers) who complete more than 24 airline trips for personal reasons annually; the label “extreme” or “X” air travelers identifies these cases. Though small in share of numbers (.2%) of Americans, X air travelers are mighty in share (7%) of air-trips for personal reasons. The study finds that completing a university/college degree is a necessary, but not sufficient, simple antecedent condition that identifies X air travelers; the conjunction of completing college and very frequent vacation travel is a sufficient, but not necessary, complex antecedent condition for identifying X air travelers. The approach can be useful in estimating conjunctive conditions leading to specific actions by consumers and executives. MRAMRA; MRA (e.g., via multiple-way interaction effects) . MRAMRA. DDB Needham1985-19881989-1992 350-400 DDB1985199238754116DDB310004 333381812020MRA2“”Ragin2008 24--1985-19881985-19884x3“”“” r2s(r2  .30) View full textDownload full textKeywordsQCA, conjunctive path, causal recipe, air travel, trips, extreme behaviorKeywords, , , , , Related var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/21639159.2012.717369