Modeling Fuzzy Data in Qualitative Marketing Research

In marketing, qualitative data are used in theory development to investigate marketing phenomena in more depth. After qualitative data are collected, the judgment-based classification of items into categories is routinely used to summarize and communicate the information contained in the data. In this article, the authors provide marketing researchers with a method that (1) provides useful substantive information about the proportion and degree to which items belong to several categories and (2) measures the classification accuracy of the judges. The model is called the fuzzy latent class model (FLCM), because it extends Dillon and Mulani\u27s (1984) latent class model by freeing it from the restrictive assumption that all items are crisp for a given categorization. Instead, FLCM allows for items to be either crisp or fuzzy. Crisp items belong exclusively to one category, whereas fuzzy items belong—in varying degree—to multiple categories. This relaxation in the assumption about the nature of qualitative data makes FLCM more widely applicable: Qualitative data in marketing research are often fuzzy, because they involve open-ended descriptions of complex phenomena. The authors also propose a moment-based measure of overall data fuzziness that is bounded by 0 (completely crisp) and 1 (completely fuzzy)

Juice Powder Concentrate and Systemic Blood Pressure, Progression of Coronary Artery Calcium and Antioxidant Status in Hypertensive Subjects: A Pilot Study

Because micronutrients from plants may have beneficial cardiovascular effects, the hypothesis that an encapsulated juice powder concentrate might affect several measures of vascular health was tested in free living adults at low cardiovascular risk. Blood pressure, vascular compliance, lipid and antioxidant markers, and serial electron beam tomography (to calculate a coronary artery calcium score as a measure of atherosclerosis burden), were monitored in 51 pre-hypertensive and hypertensive subjects over 2 years. By the end of follow-up, systolic and diastolic blood pressure decreased significantly (−2.4 ± 1.0 mmHg, P < 0.05 and −2.2 ± 0.6 mmHg, P < 0.001), and large artery compliance improved significantly (1.9 ± 0.6 ml mmHg−1 × 100, P < 0.01). The progression of coronary artery calcium score was smaller than expected compared with a historical database (P < 0.001). Laboratory testing showed a significant decrease in homocysteine (P = 0.05), HDL cholesterol (P = 0.025) and Apo A (P = 0.004), as well as a significant increase in β-carotene, folate, Co-Q10 and α-tocopherol (all P < 0.001). The phytonutrient concentrate we utilized induced several favorable modifications of markers of vascular health in the subjects. This study supports the notion that plant nutrients are important components of a heart healthy diet

Enhanced hydrophobicity of CeO2 thin films: Role of the morphology, adsorbed species and crystallography

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