Work

Discussing Laddering Application by the Means-End Chain Theory

Year: 2015

Type: article

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.

Source: The Qualitative Report

DOI: 10.46743/2160-3715/2006.1651

Authors: Tânia Veludo-de-Oliveira, Ana Ikeda, Marcos Campomar

Institution: Universidade de São Paulo

Language: English

Topic: Focus Groups and Qualitative Methods

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $500

Funders: Cardiff University, Coordenação de Aperfeiçoamento de Pessoal de Nível Superior, Universidade de São Paulo, Ministério da Educação