Laddering: Unveiling data Gathering an Interpretation

Laddering is a research technique very appropriate when there is a focus on customer value and personal value understanding. It is an in deep one to one interview with content analysis used to develop knowledge on how the attributes of products can be translated to meaningful associations related to...

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Detalhes bibliográficos
Autores: Ikeda, Ana Akemi, Campomar, Marcos Cortez, Chamie, Beatriz Cavalcante
Formato: artículo
Estado:Versión publicada
Fecha de publicación:2014
País:Brasil
Recursos:Universidade Nove de Julho (UNINOVE)
Repositorio:REMark - Revista Brasileira de Marketing
Idioma:portugués
OAI Identifier:oai:https://periodicos.uninove.br:article/12050
Acesso em linha:https://periodicos.uninove.br/remark/article/view/12050
Access Level:acceso abierto
Palavra-chave:Laddering; Means-end Chains; Customer Value.
Laddering; Cadeia Meios-Fim; Valor para o Cliente.
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spelling Laddering: Unveiling data Gathering an InterpretationLaddering: Revelando a Coleta e Interpretação dos DadosLaddering; Means-end Chains; Customer Value.Laddering; Cadeia Meios-Fim; Valor para o Cliente.Laddering is a research technique very appropriate when there is a focus on customer value and personal value understanding. It is an in deep one to one interview with content analysis used to develop knowledge on how the attributes of products can be translated to meaningful associations related to it. It is followed by the means-end chains theory, which is a construction of attributes, that take to consequences there are moved by ones personal value. Although it is opportune in marketing studies when investigating human behavior, there is a limited number of publications using it because the practical application may discourage researches. Thus, this study aims to light the marketing activity to discuss the technique and describe the main stages of the research (interviews, data collection and analysis). The description of this process was taken from a real research using the technique. It was found that even exploratory, the technique provides valuable information to support decisions in Marketing. Laddering uma tcnica de pesquisa bastante apropriada quando o foco est relacionado ao entendimento do valor para o cliente e valores pessoais. Trata-se de uma tcnica de entrevista individual e profunda que se ampara na anlise de contedo para desenvolver conhecimento sobre como os indivduos traduzem os atributos de produtos em associaes significativas em relao a si mesmo seguindo a teoria meios-fim, ou seja, atributos que levam a consequncias e que culminam com os valores dos entrevistados. Apesar de oportuna em estudos de marketing, por investigar o comportamento humano, o restrito nmero de publicaes sobre sua aplicao prtica podem desestimular os pesquisadores de utiliz-la. Assim, o presente estudo tem por objetivo luz da atividade de marketing discutir a tcnica e descrever as principais etapas da pesquisa (entrevista, coleta de dados e anlise). A descrio desse processo foi feita a partir de uma pesquisa real que utilizou a tcnica. Constata-se que mesmo exploratria, a pesquisa que se utiliza desta tcnica disponibiliza informaes valiosas para suporte nas decises em marketing. Universidade Nove de Julho - Uninove2014-09-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1205010.5585/remark.v13i4.2726ReMark - Revista Brasileira de Marketing; v. 13, n. 4 (2014): Edição Especial; 49-662177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12050/5691https://periodicos.uninove.br/remark/article/view/12050/5692Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessIkeda, Ana AkemiCampomar, Marcos CortezChamie, Beatriz Cavalcante2019-06-21T16:16:04Zoai:https://periodicos.uninove.br:article/12050Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T16:16:04REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Laddering: Unveiling data Gathering an Interpretation
Laddering: Revelando a Coleta e Interpretação dos Dados
title Laddering: Unveiling data Gathering an Interpretation
spellingShingle Laddering: Unveiling data Gathering an Interpretation
Ikeda, Ana Akemi
Laddering; Means-end Chains; Customer Value.
Laddering; Cadeia Meios-Fim; Valor para o Cliente.
title_short Laddering: Unveiling data Gathering an Interpretation
title_full Laddering: Unveiling data Gathering an Interpretation
title_fullStr Laddering: Unveiling data Gathering an Interpretation
title_full_unstemmed Laddering: Unveiling data Gathering an Interpretation
title_sort Laddering: Unveiling data Gathering an Interpretation
dc.creator.none.fl_str_mv Ikeda, Ana Akemi
Campomar, Marcos Cortez
Chamie, Beatriz Cavalcante
author Ikeda, Ana Akemi
author_facet Ikeda, Ana Akemi
Campomar, Marcos Cortez
Chamie, Beatriz Cavalcante
author_role author
author2 Campomar, Marcos Cortez
Chamie, Beatriz Cavalcante
author2_role author
author
dc.subject.por.fl_str_mv Laddering; Means-end Chains; Customer Value.
Laddering; Cadeia Meios-Fim; Valor para o Cliente.
topic Laddering; Means-end Chains; Customer Value.
Laddering; Cadeia Meios-Fim; Valor para o Cliente.
description Laddering is a research technique very appropriate when there is a focus on customer value and personal value understanding. It is an in deep one to one interview with content analysis used to develop knowledge on how the attributes of products can be translated to meaningful associations related to it. It is followed by the means-end chains theory, which is a construction of attributes, that take to consequences there are moved by ones personal value. Although it is opportune in marketing studies when investigating human behavior, there is a limited number of publications using it because the practical application may discourage researches. Thus, this study aims to light the marketing activity to discuss the technique and describe the main stages of the research (interviews, data collection and analysis). The description of this process was taken from a real research using the technique. It was found that even exploratory, the technique provides valuable information to support decisions in Marketing.
publishDate 2014
dc.date.none.fl_str_mv 2014-09-11
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12050
10.5585/remark.v13i4.2726
url https://periodicos.uninove.br/remark/article/view/12050
identifier_str_mv 10.5585/remark.v13i4.2726
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12050/5691
https://periodicos.uninove.br/remark/article/view/12050/5692
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 13, n. 4 (2014): Edição Especial; 49-66
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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score 15,301603

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