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Article
Publication date: 1 July 2006

Tânia Modesto Veludo‐de‐Oliveira, Ana Akemi Ikeda and Marcos Cortez Campomar

The paper seeks to present discussion on laddering application in the practice of marketing, considering both academic and market researches.

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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.

Details

Qualitative Market Research: An International Journal, vol. 9 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 1 December 2001

Marcos Fava Neves, Peter Zuurbier and Marcos Cortez Campomar

Research of existing literature reveals some models (sequence of steps) for companies that want to plan distribution channels. None of these models uses strong contributions from…

7326

Abstract

Research of existing literature reveals some models (sequence of steps) for companies that want to plan distribution channels. None of these models uses strong contributions from transaction cost economics, bringing a possibility to elaborate on a “distribution channels planning model”, with these contributions and organizing the steps according to a sequence that would be useful for companies when reviewing the distribution process. This sequence was refined through in‐depth interviews with companies. Presents the final version of our model incorporating the results from the interviews.

Details

Journal of Business & Industrial Marketing, vol. 16 no. 7
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Article
Publication date: 1 July 2006

Len Tiu Wright

202

Abstract

Details

Qualitative Market Research: An International Journal, vol. 9 no. 3
Type: Research Article
ISSN: 1352-2752

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