Discussing Laddering Application by the Means-End Chain Theory

Tânia Modesto Veludo‐de‐Oliveira · ANA AKEM IKEDA · Marcos Cortez Campomar

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Focus Groups and Qualitative Methods Survey Methodology and Nonresponse Qualitative Research Methods and Ethics

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.

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1973The nature of human values 2010THE PSYCHOLOGY OF PERSONAL CONSTRUCTS 1982A Means-End Chain Model Based on Consumer Categorization Processes 2003The psychology of personal constructs 2001Laddering theory, method, analysis, and interpretation.1982A Means-End Chain Model Based on Consumer Categorization Processes 1996Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction 1995Measuring subjective meaning structures by the laddering method: Theoretical considerations and methodological problems

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