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Originally, laddering came from consumer research, laddering is derivative from the Means-End Theory as proposed by Gutman. Means-End Theory states that people choose a product because it contains attributes (the means) that are instrumental in achieving the desired consequences and fulfilling values (the ends).
Qualitative research is a type of research that aims to gather and analyse non-numerical (descriptive) data in order to gain an understanding of individuals' social reality, including understanding their attitudes, beliefs, and motivation.
An interview in qualitative research is a conversation where questions are asked to elicit information. The interviewer is usually a professional or paid researcher, sometimes trained, who poses questions to the interviewee , in an alternating series of usually brief questions and answers.
Qualitative marketing research involves a natural or observational examination of the philosophies that govern consumer behavior. The direction and framework of the research is often revised as new information is gained, allowing the researcher to evaluate issues and subjects in an in-depth manner.
In strategic planning and strategic management, SWOT analysis (also known as the SWOT matrix, TOWS, WOTS, WOTS-UP, and situational analysis) [1] is a decision-making technique that identifies the strengths, weaknesses, opportunities, and threats of an organization or project.
Questionnaires are frequently used in quantitative marketing research and social research. They are a valuable method of collecting a wide range of information from a large number of individuals, often referred to as respondents. What is often referred to as "adequate questionnaire construction" is critical to the success of a survey ...
Qualitative research methodologies are oriented towards developing an understanding of the meaning and experience dimensions of human lives and their social worlds. Good qualitative research is characterized by congruence between the perspective that informs the research questions and the research methods used. [2]
A Guttman scale may then be defined for a data set of n variables, with the j th variable having k j (qualitative, not necessarily ordered) categories, thus: Definition: Guttman scale is a data set for which there exists an ordinal variable, X , with a finite number m of categories, say, 1,..., m with m ≥ max j ( k j ) and a permutation of ...