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Frame Analysis

 

作者: Steven M. Yarnell,  

 

期刊: Psychology&Marketing  （WILEY Available online 1985）
卷期: Volume 2, issue 1  

页码: 31-39

 

ISSN:0742-6046

 

年代: 1985

 

DOI:10.1002/mar.4220020104

 

出版商: Wiley Subscription Services, Inc., A Wiley Company

 

数据来源: WILEY

 

摘要:

AbstractThe background, theory, and method of “frame analysis”—a two‐phase marketing research method for generating and analyzing qualitative data—is presented. Frames are abstractions or “higher order knowledge structures” and the objective of “frame analysis” is to identify the “frames” (or schemes or scripts) of consumers and then segment consumers by the extent to which t

 

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