Laddering in the practice of marketing research: barriers and solutions

Purpose - The paper seeks to present discussion on laddering application in the practice of marketing, considering both academic and market researches.Design methodology approach - It provides summary points of laddering as a qualitative research technique and the importance it can have in better un...

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Bibliographic Details
Published in:Qualitative market research 2006-07, Vol.9 (3), p.297-306
Main Authors: Modesto Veludo-de-Oliveira, Tânia, Akemi Ikeda, Ana, Cortez Campomar, Marcos
Format: Article
Language:English
Subjects:
Airlines
Behaviour
Consumer behavior
Consumption
Data collection
Interviews
Marketing
Marketing theory
Qualitative research
Self esteem
Theory
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Summary:Purpose - The paper seeks to present discussion on laddering application in the practice of marketing, considering both academic and market researches.Design methodology approach - It provides summary points of laddering as a qualitative research technique and the importance it can have in better understanding behaviour.Findings - The paper argues that laddering is a useful and powerful technique but still underused by scholars and practitioners. The authors consider that the main apparent barriers precluding its proper use can be related to the following aspects: time-consuming and expensive interviews; artificial set of answers; researcher biases; and simplistic analysis of the results.Originality value - This paper contributes to a better practice of laddering since it highlights its limitations and suggests alternatives to cope with them.
ISSN:1352-2752
1758-7646
DOI:10.1108/13522750610671707