Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Laddering in the practice of marketing research: barriers and solutions

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 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research An International Journal Emerald Publishing

Laddering in the practice of marketing research: barriers and solutions

Loading next page...
 
/lp/emerald-publishing/laddering-in-the-practice-of-marketing-research-barriers-and-solutions-qrz0CctwYW

References (44)

Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750610671707
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Qualitative Market Research An International JournalEmerald Publishing

Published: Jul 1, 2006

Keywords: Interviews; Marketing theory; Research; Behaviour

There are no references for this article.