Designing and conducting online interviews to investigate interesting consumer phenomena

Purpose – This paper thoroughly explains how qualitative researchers can design and conduct online interviews to investigate interesting consumer phenomena. Design/Methodology/Approach – A semi-standardized qualitative technique called laddering was applied successfully to an online environment. Lad...

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Bibliographic Details
Main Authors: Thorsten Gruber, Isabelle Szmigin, Alexander E. Reppel, Roediger Voss
Format: Default Article
Published: 2008
Subjects:
Other commerce, management, tourism and services not elsewhere classified
Qualitative research
Laddering
Internet
Interviews
Consumer research
Business and Management not elsewhere classified
Online Access:https://hdl.handle.net/2134/11931
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