Abstract:
Many studies have aimed at reducing limitations and errors in statistical research methodologies. A metaphor elicitation technique addresses limitations of nuances of national and local languages. It elicits thoughts and emotions by exploring people’s metaphoric expressions. To evaluate the validity and reliability of the metaphor elicitation technique, this study compares the results derived from its application and empirical data. A sample survey is conducted and compared with statistical results to render accurate evaluation. As an innovative research methodology, it is used in this work to compare three data results; previous studies have not used such a method. It has the potential to foster diversification of research methodologies. The study compares survey results of perceptions about old and new cities held by long-term residents with empirical data, and then evaluates the validity and reliability of the metaphor elicitation technique. The survey results include perceptions of local residents of the emerging development areas of Gangnam and Gangbuk Districts in Seoul, Korea. Therefore, this study will be a useful resource for foreign entrepreneurs considering pursuing business in Korea in relation to the Korean wave.
