1,721,001 research outputs found
Photoluminescence and Raman Scattering from Catalytically Grown ZnxCd1-xSe Alloy Nanowires
No full text聯合分析法在平面廣告文案屬性水準決策上之應用--以汽車廣告為例
No full text摘要
本論文旨在探討汽車平面廣告文案中最適要素水準之決定，希望尋求各種不同區隔之消費者心目中最理想的汽車平面廣告配置。
本論文選定五個屬性進行分析，分別是汽車廣告文案中的汽車名稱、代言人、車體外觀、廣告訴求，以及產品圖案大小。每個屬性均設定三種不同的水準，以聯合分析法進行受測者偏好結構的探究，並依此作為替受測者進行分群之根據。另外蒐集受測者之個人特質方面的資訊，並以因素分析法萃取影響個人特質之共同因素，並求得每位受測者之因素分數。最後對各群受測者的偏好結構與其人格特質資訊進行交叉分析，求取各群消費者最適之廣告文案配置。
本研究發現：「實事求是數據至上」之受測者偏好「中文命名、無代言人、運動版本車體、弁銃D求、大型圖示」之文案配置；「輕鬆自在陽光自信」之受測者偏好「中文命名、名人代言、運動版本車體、都市叢林訴求、大型圖示」之文案配置；「閒適沉穩品味內斂」之受測者偏好「英文命名、無代言人、運動版本車體、荒漠曠野訴求、小型圖示」之文案配置；「鋒芒四射社交好手」之受測者偏好「中文命名、無代言人、運動版本車體、荒漠曠野訴求、大型圖示」之文案配置；「塑造外貌焦慮膚淺」之受測者偏好「英文命名、名人代言、運動版本車體、都市叢林訴求、大型圖示」之文案配置。目錄
第一章 緒論 ……………………………………………………………1
第一節 研究動機 …………………………………………………1
第二節 研究目的 …………………………………………………2
第三節 章節架構 …………………………………………………3
第二章 文獻探討 ………………………………………………………4
第一節 何謂廣告 …………………………………………………4
第二節 廣告文案內容之構成要素 ………………………………7
第三節 廣告效果分析……………………………………………13
第四節 廣告訴求…………………………………………………19
第五節 代言式廣告………………………………………………27
第六節 涉入程度…………………………………………………31
第七節 聯合分析法………………………………………………36
第三章 研究方法………………………………………………………46
第一節 研究架構…………………………………………………46
第二節 變數定義…………………………………………………49
第三節 屬性水準直交設計………………………………………52
第四節 分析模式…………………………………………………53
第四章 資料分析………………………………………………………57
第一節 因素分析…………………………………………………57
第二節 聯合分析…………………………………………………65
第三節 交叉分析…………………………………………………71
第四節 集群偏好結構分析與最適策略擬定……………………76
第五章 結論與建議……………………………………………………82
第一節 研究結論、策略意涵及行銷實務之建議………………82
第二節 研究限制…………………………………………………87
第三節 後續研究方向……………………………………………87
參考文獻 ………………………………………………………………89
附錄 ……………………………………………………………………94
附錄一 本研究問卷 ……………………………………………95
附錄二 文案組合 ………………………………………………99
附錄三 涉入程度個人因素分數 ………………………………107
附錄四 人格特質個人因素分數 ………………………………108
附錄五 認知需求個人因素分數 ………………………………109
附錄六 個人迴歸係數表 ………………………………………110
附錄七 集群成員人數編號表 …………………………………11
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Dispelling the Myths Behind First-author Citation Counts
Get PDFWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
koamabayili/VECTRON-author-checklist: VECTRON author checklist
No full textWe have done our best to complete the author checklist relating to the use of animals in the hut study. Note that the objective for the hut study was to evaluate the IRS treatment applications for residual efficacy against Anopheles mosquitoes, including the local An. coluzzii mosquito population. Cows were only used to attract mosquitoes into the huts and no tests were carried out directly on the cows. The author checklist is intended for use with studies where experiments are carried out on animals, which is why we have had such difficulty in completing this for the hut study, as many of the questions do not relate to how the cows were used
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