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Ethnographic Decision Tree Modeling

by Gladwin C SAGE Publications, Inc
Pub Date:
Pbk 96 pages
AU$49.99 NZ$51.30
Product Status: Available in Approx 5 days
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Why do people in a certain group behave the way they do? And, more importantly, what specific criteria was used by the group in question? Ethnographic Decision Tree Modeling presents a practical method for answering these questions.From starting research to testing and verifying results, this handy volume takes you step-by-step through this unique research process. The author explains the building and testing of ethnographic decision tree models in a didactic, step-by-step fashion, beginning with simple decisions and moving to more complex choice patterns. She summarizes rules of interviewing, outlines the uses of contrast questions and quantitative data and shows how to construct a questionnaire. In addition, common problems and errors are pointed out and various applications of the method are presented. Gladwin uses examples as diverse as the decision of where to eat lunch, when to plant crops and how to decide upon a change of job.

Why Model How People Make Decisions How to Model Simple 'Do It; Don't Do It' Decisions How to Test Decision Models How Not to Do It Common Problems How to Build Multi-Stage Models What's the Payoff