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Towards a Subjectively Devised Parametric User Model for Analysing and Influencing Behaviour Online Using Neuroeconomics
Abstract
The quantitative-qualitative and subjectivity-objectivity debates plague research methods textbooks, divide academic departments, and confuse post-modernists as to their existence. Those from the objective-quantitative camps will usually demand methods assume parametric principles from the start, such as homogeneity and normal distribution. Many of the subjective-qualitative camps will insist on looking and the individual meanings behind what someone is saying through their narratives and other discourses. The objective-quantitative camps on the other hand think anything that does not involve systematic acquisition and analysis or data cannot be valid. This chapter presents an approach to derive a parametric user model for understanding users that makes use of the premises and ideals of both these camps.
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