Open AccessFrom exploratory research to structural models: A multilevel lexical approach to studying the image of marketing objects
Author(s) -
Magdalena KolańskaStronka,
Oleg Gorbaniuk,
Michał Wilczewski
Publication year - 2020
Publication title -
przegląd wschodnioeuropejski
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.186
H-Index - 4
eISSN - 2450-0828
pISSN - 2081-1128
DOI - 10.31648/pw.6496
Subject(s) - perception , identification (biology) , key (lock) , marketing research , computer science , exploratory research , psychology , data science , marketing , artificial intelligence , sociology , social science , business , botany , computer security , neuroscience , biology
The key problem in studies of marketing objects (e.g., brands, political parties) is the lack of agreement on the universal dimensions through which such objects are perceived, as well as on methodologies allowing their identification. As a result, researchers often use structural models (and instruments) that lack ecological validity. We offer a solution to that problem by presenting a methodology that draws on lexical research and which has allowed researchers to establish universal dimensions of personality perception in psychology. By discussing the theoretical and methodological tenets of the multilevel lexical approach to exploring images of marketing objects, we also overcome another problem of neglecting the hierarchical structure of the phenomena and data.