Qualitative: Laddering

 

The goal of customer segmentation, the cornerstone of strategy development, is to identify homogeneous groups of customers that will respond in a consistent way to changes in the marketing mix. Interp ...

This paper seeks to determine whether research methods developed within a Western conceptual framework can be applied to understanding decision-making among Asian consumers. The authors focus on two m ...

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 ...

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 ...