Title

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

SelectedWorks Author Profiles:

Karin Braunsberger

Document Type

Article

Publication Date

2005

Date Issued

January 2005

Date Available

May 2013

ISSN

0092-0703

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.

Comments

Abstract only. Full-text article is available through licensed access provided by the publisher. Published in Journal of the Academy of Marketing Science, 33(4), 620-632. doi:10.1177/0092070305279613 Members of the USF System may access the full-text of the article through the authenticated link provided.

Language

en_US

Publisher

Springer

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.