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Discussing Laddering Application by the Means-End Chain Theory
| Content Provider | Paperity |
|---|---|
| Author | Veludo-de-oliveira, Tânia Modesto Campomar, Marcos Cortez Ikeda, Ana Akemi |
| Abstract | This article aims at analyzing laddering as a technique of qualitative research, emphasizing the procedures for data collection, analysis and interpretation, and its main limitations as well. “Laddering refers to an in-depth, one-on-one interviewing technique used to develop an understanding of how consumers translate the attributes of products into meaningful associations with respect to self, following means-end theory” (Reynolds & Gutman, 1988, p. 12). The critical literature review shows that laddering is useful in studies on human behavior, especially those related to the Means-End Chain (MEC) model. For a successful application, highly trained interviewers, homogeneous groups of respondents, and the Laddermap should be taken into consideration. |
| File Format | HTM / HTML |
| ISSN | 10520147 |
| Issue Number | 4 |
| Journal | The Qualitative Report |
| Volume Number | 11 |
| Language | English |
| Publisher | Nova Southeastern University |
| Publisher Date | 2015-01-16 |
| Access Restriction | Open |
| Subject Keyword | methodology and behavior means-end chain Laddering value |
| Content Type | Text |
| Resource Type | Article |
| Subject | Education Social Psychology Cultural Studies |
