On a tool for analysing cognitive processes using exploratory think-aloud experiments

We develop a method that enables cognitive processes to be analysed quantitatively without having a conceptual framework in place at the start of the research. With current methods, the general structure of the cognitive process in question has to be known before quantitative analyses can be preformed. With the method, we studied the cognitive process of weighting the importance of attributes in a purchasing decision. Our approach consists of seven steps: determining the research method (in our case: the think-aloud method); designing an experiment; designing a data collection method; designing a tool for preliminary analysis; designing a tool for qualitative analysis; designing a tool for quantitative analysis; assessing external validity. In this contribution we also provide a checklist for putting our method into practice.