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Categorizing cognitive responses: An empirical investigation of the cognitive intent congruency between independent raters and original subject raters

Categorizing cognitive responses: An empirical investigation of the cognitive intent congruency... Cognitive response coding is relevant for researchers who collect cognitive responses from individuals in the form of answers to open-ended questions or as thoughts produced while exposed to advertising messages. Coding of these cognitive responses is normally completed by a panel of two to four independent judges. This article is the first to empirically investigate cognitive intent congruence aspects underlining the data generated through cognitive response coding. The results show that there are definite gaps in the congruence of cognitive intent between the cognitive coding results that respondents, serving as cognitive response coders of their own thoughts, can provide and those cognitive response patterns provided by independent raters. The current study’s results raise a “yellow” caution flag regarding external independent raters’ ability to produce valid cognitive intent coding patterns that cannot be ignored by future researchers. The authors offer interpretation, implications, limitations, and directions for future research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Categorizing cognitive responses: An empirical investigation of the cognitive intent congruency between independent raters and original subject raters

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References (36)

Publisher
Springer Journals
Copyright
Copyright © Academy of Marketing Science 2005
Subject
Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1177/0092070305279613
Publisher site
See Article on Publisher Site

Abstract

Cognitive response coding is relevant for researchers who collect cognitive responses from individuals in the form of answers to open-ended questions or as thoughts produced while exposed to advertising messages. Coding of these cognitive responses is normally completed by a panel of two to four independent judges. This article is the first to empirically investigate cognitive intent congruence aspects underlining the data generated through cognitive response coding. The results show that there are definite gaps in the congruence of cognitive intent between the cognitive coding results that respondents, serving as cognitive response coders of their own thoughts, can provide and those cognitive response patterns provided by independent raters. The current study’s results raise a “yellow” caution flag regarding external independent raters’ ability to produce valid cognitive intent coding patterns that cannot be ignored by future researchers. The authors offer interpretation, implications, limitations, and directions for future research.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Sep 1, 2005

Keywords: cognitive response coding; cognitive intent validity; cognitive intent congruence; independent raters versus subject raters

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