Frame Analysis
介绍了一种两阶段营销研究方法，用于生成和分析定性数据，识别消费者的框架（知识结构）并按共享程度进行细分。
Abstract The background, theory, and method of “frame analysis”—a two‐phase marketing research method for generating and analyzing qualitative data—is presented. Frames are abstractions or “higher order knowledge structures” and the objective of “frame analysis” is to identify the “frames” (or schemes or scripts) of consumers and then segment consumers by the extent to which they “share” a “frame”.