Questioning techniques: Laddering

 

Mobile Media is considered one of the key drivers for the future success of the telecom industry. Ericsson ConsumerLab and SKIM Analytical durables&ict have conducted a global study in order to add th ...

Beckman and Schroeder applied means-end chains theory to Danish consumers' perceptions of half-ready and ready meals (HRM) using CAWI (computer-assisted web interviews). The means-end chain theory rec ...

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients. To understand what creates an optimal brand experience, IBM asked business decision makers in six ...

We examine how three possible structural changes in the New Zealand auto industry (tariff elimination; importation of well-specified used Japanese cars; and changes to consumers' meaning of 'value') m ...

This ‘Best Practice’ looks at ‘why we buy what we do’. Although consumer motivation is an extremely complex field, this paper briefly guides the reader through the psychological and need state theori ...

As experimentation, exploration, and execution of online research continue to advance, cost-saving opportunities are emerging in online qualitative research. This research uses a side-by-side comparis ...

A brand's positioning and values have to touch enduring tangible and emotional needs if they are to work. This is as true in the business environment as it is in the consumer sector. Developing a posi ...

Proprietary interview techniques adapted from clinical psychology and memory retrieval techniques adapted from cognitive psychology are described which get beneath the surface to reveal consumers' dee ...

This paper discusses laddering, a method that can be used to gather 'emotional' information. It is based on the means-end chain theory. The attractiveness of the laddering method lies in the ease in w ...

The central thesis of evolutionary psychology is that 'the mind is a system of organs of computation, designed by natural selection to solve the kinds of problems our ancestors faced in their foraging ...

This paper illustrates the limitations of means-end chains/laddering by using empirical results from a research project and elaborates on these findings by providing a thorough theoretical background. ...

The study aims to demonstrate, first, the importance of a data assembly and analysis technique called 'laddering' to the detection of subjective values associated to a product, brand or packaging; and ...

Describes and illustrates the research technique of `laddering' as applied to financial services. Laddering is an in-depth interviewing method which elicits connections between consumers and brands, f ...

Two major obstacles exist to the proliferation of laddering as a management tool. First, the sheer magnitude of tedious work an analyst must perform to complete an analysis adds excessive costs to any ...

This article provides a summary of personal observations, practical experience, and discussions with leading professionals in the field of advertising and communications regarding how to identify a co ...

The authors provide a critique of the laddering interviewing technique, to provide academics and practitioners with a guide to some of the limitations of the approach. It is suggested that the techniq ...

The paper describes a method - laddering, based on means-ends theory - which has proved useful in uncovering insights related to the source and nature of brand equity. A ‘mental map’ is developed that ...

Customer participation in the production of goods and service is growing. The authors draw on the social psychological literature on self-serving bias and conduct two studies to examine the effects of ...

The authors discuss means-ends chain analysis as a method of understanding why consumers buy certain products or brands. Means-ends chain analysis identifies links between product attributes, benefits ...

Means-end chain theory links products to consumers by postulating hierarchical relations between attributes of the product, consequences of product use and values of consumers. The authors investigat ...