Discussing Laddering Application by the Means-End Chain Theory

Autor/inn/en	Veludo-de-Oliveira, Tania Modesto; Ikeda, Ana Akemi; Campomar, Marcos Cortez
Titel	Discussing Laddering Application by the Means-End Chain Theory
Quelle	In: Qualitative Report, 11 (2006) 4, S.626-642 (17 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1052-0147
Schlagwörter	Qualitative Research; Research Methodology; Homogeneous Grouping; Data Collection; Data Interpretation; Data Analysis + Suchen Sie Ihr Suchwort? Qualitative Forschung; Research method; Forschungsmethode; Homogene Gruppierung; Niveaugruppierung; Streaming; Data capture; Datensammlung; Data evaluation; Datenauswertung; Auswertung
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.) (As Provided).
Anmerkungen	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
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10