학술논문
LADDERING THEORY, METHOD, ANALYSIS, AND INTERPRETATION.
Document Type
Article
Author
Source
Subject
*Interviewing
*Consumer behavior
*
Language
ISSN
0021-8499
Abstract
Focuses on the specifics of the indepth interviewing and analysis methodology called laddering, representing linkage between product and perceptual process of consumers. Explanation of laddering with examples; Interview environment required for laddering; Methods of laddering; Content analysis, and implication matrix; Application in segmentation, product and advertising assessment and strategy.