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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: PDF
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
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  Data: 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.)
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