Discussing Laddering Application by the Means-End Chain Theory
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| Title: | Discussing Laddering Application by the Means-End Chain Theory |
|---|---|
| Language: | English |
| Authors: | Veludo-de-Oliveira, Tania Modesto, Ikeda, Ana Akemi, Campomar, Marcos Cortez |
| Source: | Qualitative Report. Dec 2006 11(4):626-642. |
| Availability: | Nova Southeastern University. 3301 College Avenue, Fort Lauderdale, FL 33317. Tel: 954-262-5389; Fax: 954-262-3970; Web site: http://www.nova.edu/ssss/QR |
| Peer Reviewed: | Y |
| Physical Description: | |
| Page Count: | 17 |
| Publication Date: | 2006 |
| Document Type: | Journal Articles Reports - Evaluative |
| Descriptors: | Qualitative Research, Research Methodology, Homogeneous Grouping, Data Collection, Data Interpretation, Data Analysis |
| ISSN: | 1052-0147 |
| 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. (Contains 2 figures and 2 tables.) |
| Abstractor: | As Provided |
| Number of References: | 24 |
| Entry Date: | 2008 |
| Access URL: | https://www.nova.edu/ssss/QR/QR11-4/index.html |
| Accession Number: | EJ804027 |
| Database: | ERIC |
| 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. (Contains 2 figures and 2 tables.) |
|---|---|
| ISSN: | 1052-0147 |
