Organizacionnaâ psihologiâ (Organizational Psychology)

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Eugene Dotsenko 1, Julia Khamzina 1,2, Timur Khamzin 3
  • 1 Tyumen State University, 625003, г. Тюмень, ул. Володарского, д. 6
  • 2 West Siberian Commercial Bank , 1, 8th of March St.
  • 3 Tyumen Oil Research Center, 79/1, Osipenko St., Tyumen 625000, Russia

Psychosemantic analysis of personal efficiency training market: designing of the methodology (in Russian)

2019. Vol. 9. No. 3. P. 103–119 [issue contents]
To cater successfully to a nascent need in the market, it is critical for the service provider’s intuitive model to be accurate, and for its key points to be well thought-out. Purpose. The paper substantiates a methodical technique that allows to reconstruct an implicit model, based on which market offers are formulated (as shown for the case of personal efficiency trainings). Method. The conceptual basis of the method was provided by such concepts of psychosemantics as “common consciousness”, “implicit models”, “semantic space”, “constructs”. The empirical basis consisted of 444 offers of personal efficiency trainings offered on the Russian Internet. By means of content-analysis (Excel classifier), 13 categories were identified as common consciousness constructs attributed to the training services providers. The paper shows the possibility to view the categories’ mentioning frequency as a reflection of their need significance in the reality they denote, the programs’ price as a subjective equivalent of their value significance, and the duration of programs as an indicator of their resource intensity. Findings. The analyzed categories were placed in a semantic space formed by these three constructs. The results analysis in terms of semantic spaces allows to obtain non-obvious results, which speaks to their deep (non-reflexive) nature. So, it turns out that personal efficiency (in the narrowsense) is essentially pro-acted, which implies, in particular, being a leader (not simply a manager), being able to manage conflicts (not simply communicate). This sense can be extended to include the ability to control others and / or oneself. The reconstructed implicit model of personal efficiency allows to formulate training offers for at least four distinct target groups: “leaders”, “managers”, “the reliable” and “achievers” (increasing chances of potential users’ response). The last two groups indicate the prospect of teaching personal efficiency to ordinary employees (subordinates), not only managers.

Citation: Dotsenko E., Khamzina J., Khamzin T. (2019) Psikhosemanticheskiy analiz rynka treningov lichnoy effektivnosti: eskiz metodiki [Psychosemantic analysis of personal efficiency training market: designing of the methodology]. Organizacionnaâ psihologiâ (Organizational Psychology), vol. 9, no 3, pp. 103-119 (in Russian)
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