Recently, the qualitative laddering technique has been rediscovered in consumer research. “Laddering” is a qualitative interviewing technique that mainly aims at examining systems of means-end chains. Laddering is based on means-end theory, which assumes that individuals use a means to an end to obtain a goal and/or fulfil certain values. It mainly focuses on the associations in the consumer’s mind between the attributes of products or services (the “means”), the consequences of these attributes for the consumer, and the personal values or beliefs (the “ends”), which are strengthened or satisfied by the consequences. In particular, laddering aims at determining the reasons that lead interviewees to emphasis particular product attributes. As a result, reasons why a consumer buys and uses a particular product or service are identified in an indirect manner. Traditionally, laddering-interviews are conducted as face-to-face interviews. Means-end chains, however, can also be identified through a paper-and-pencil questionnaire version.

Due to the increased usage of online data collection methods in the qualitative research tradition to benefit from cost/time savings, the two laddering methods of data collection (personal interviews and paper-and-pencil questionnaires) could also be applied online in the form of online chats and questionnaires.

In order to judge the quality of the two online laddering methods and to compare obtained results, a homogenous group of participants was selected from a quantitative pre-study in which more than 2.400 people participated. The homogenous group consists of people with high scores on an opinion leader scale that was applied to the market of MP3-player. Concerning minimum sample size, the literature on laddering suggests that each study should contain about 20 respondents. Already 20 respondents could give a significant understanding of the main attributes, consequences, and values. Thus, we invited 22 people from the homogeneous group to have online laddering chats with experienced interviewers. The laddering questionnaire was pretested on 100 respondents. Based on their feedback, the online questionnaire was revised significantly and filled in by 26 respondents from the homogeneous group.

A first answer to the question whether laddering can be conducted online and whether it leads to the expected advantages will be given. Furthermore, specific advice is provided for conducting chat-based laddering interviews and designing online laddering questionnaires.

Reference

Reppel, Alexander E., Gruber, Thorsten, Szmigin, Isabelle, and Voss, Rödiger (2006), "Online laddering - development of innovative laddering data collection methods". In: Wenzel, Olaf, Matzat, Uwe, Geißler, Holger, and Welker, Martin (Eds.), General Online Research (GOR), Bielefeld, Germany, pp. 154-57 (more info)