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ERIC Number: EJ804027
Record Type: Journal
Publication Date: 2006-Dec
Pages: 17
Abstractor: As Provided
Reference Count: 24
ISSN: ISSN-1052-0147
Discussing Laddering Application by the Means-End Chain Theory
Veludo-de-Oliveira, Tania Modesto; Ikeda, Ana Akemi; Campomar, Marcos Cortez
Qualitative Report, v11 n4 p626-642 Dec 2006
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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Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A