The paper seeks to present discussion on laddering application in the practice of marketing, considering both academic and market researches.
It provides summary points of laddering as a qualitative research technique and the importance it can have in better understanding behaviour.
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.
This paper contributes to a better practice of laddering since it highlights its limitations and suggests alternatives to cope with them.
Modesto Veludo‐de‐Oliveira, T., Akemi Ikeda, A. and Cortez Campomar, M. (2006), "Laddering in the practice of marketing research: barriers and solutions", Qualitative Market Research, Vol. 9 No. 3, pp. 297-306. https://doi.org/10.1108/13522750610671707
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