"Why caipirinha?"- the online via chat laddering technique CAN answer
Autor(a) principal: | |
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Data de Publicação: | 2011 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | BAR - Brazilian Administration Review |
Texto Completo: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922011000200003 |
Resumo: | As customers are becoming increasingly connected to the internet, this means that they are available for online interviews, thus opening up a space for investigating research methods, especially qualitative research, in an attempt to identify how to adapt data collecting instruments to the so-called "connected customer era". In this context, the focus of this article is on the application viability analysis of the laddering technique used online and in real-time chat by asking the following question: "Why caipirinha?". Conducting online in-depth interviews through the MSN Messenger and Skype (the most commonly used chat tools in Brazil), 23 attributes, 22 consequences and 13 values were identified, resulting in 133 ladders, 71 of which reached the value level. Along with friends/mates, Integration, Entertainment and Fun, in addition to Alcohol, Insouciance/ relaxation and Pleasure constitute the most frequent ladders. Concerning the application itself, the participants gave positive feedback, even though some of them did not feel satisfied because they became tired. Convenience, objectivity, disinhibition, easy scheduling and flexibility were identified. The viability of online in-depth interviewing via real-time chats was confirmed, raising the question of the possibility of it achieving other qualitative research techniques. |
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"Why caipirinha?"- the online via chat laddering technique CAN answerqualitative researchladdering techniqueonline via chat interviewingconsumption experience of caipirinhaAs customers are becoming increasingly connected to the internet, this means that they are available for online interviews, thus opening up a space for investigating research methods, especially qualitative research, in an attempt to identify how to adapt data collecting instruments to the so-called "connected customer era". In this context, the focus of this article is on the application viability analysis of the laddering technique used online and in real-time chat by asking the following question: "Why caipirinha?". Conducting online in-depth interviews through the MSN Messenger and Skype (the most commonly used chat tools in Brazil), 23 attributes, 22 consequences and 13 values were identified, resulting in 133 ladders, 71 of which reached the value level. Along with friends/mates, Integration, Entertainment and Fun, in addition to Alcohol, Insouciance/ relaxation and Pleasure constitute the most frequent ladders. Concerning the application itself, the participants gave positive feedback, even though some of them did not feel satisfied because they became tired. Convenience, objectivity, disinhibition, easy scheduling and flexibility were identified. The viability of online in-depth interviewing via real-time chats was confirmed, raising the question of the possibility of it achieving other qualitative research techniques.ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração2011-06-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922011000200003BAR - Brazilian Administration Review v.8 n.2 2011reponame:BAR - Brazilian Administration Reviewinstname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)instacron:ANPAD10.1590/S1807-76922011000200003info:eu-repo/semantics/openAccessBordeaux-Rego,BrunoNedwed-Machado,FernandaOliveira,Marta Olivia Rovedder deAlves,Denise AvanciniSlongo,Luiz Antonioeng2011-04-28T00:00:00Zoai:scielo:S1807-76922011000200003Revistahttp://www.scielo.br/scielo.php?script=sci_serial&pid=1807-7692&lng=pt&nrm=isohttps://old.scielo.br/oai/scielo-oai.php||bar@anpad.org.br1807-76921807-7692opendoar:2011-04-28T00:00BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)false |
dc.title.none.fl_str_mv |
"Why caipirinha?"- the online via chat laddering technique CAN answer |
title |
"Why caipirinha?"- the online via chat laddering technique CAN answer |
spellingShingle |
"Why caipirinha?"- the online via chat laddering technique CAN answer Bordeaux-Rego,Bruno qualitative research laddering technique online via chat interviewing consumption experience of caipirinha |
title_short |
"Why caipirinha?"- the online via chat laddering technique CAN answer |
title_full |
"Why caipirinha?"- the online via chat laddering technique CAN answer |
title_fullStr |
"Why caipirinha?"- the online via chat laddering technique CAN answer |
title_full_unstemmed |
"Why caipirinha?"- the online via chat laddering technique CAN answer |
title_sort |
"Why caipirinha?"- the online via chat laddering technique CAN answer |
author |
Bordeaux-Rego,Bruno |
author_facet |
Bordeaux-Rego,Bruno Nedwed-Machado,Fernanda Oliveira,Marta Olivia Rovedder de Alves,Denise Avancini Slongo,Luiz Antonio |
author_role |
author |
author2 |
Nedwed-Machado,Fernanda Oliveira,Marta Olivia Rovedder de Alves,Denise Avancini Slongo,Luiz Antonio |
author2_role |
author author author author |
dc.contributor.author.fl_str_mv |
Bordeaux-Rego,Bruno Nedwed-Machado,Fernanda Oliveira,Marta Olivia Rovedder de Alves,Denise Avancini Slongo,Luiz Antonio |
dc.subject.por.fl_str_mv |
qualitative research laddering technique online via chat interviewing consumption experience of caipirinha |
topic |
qualitative research laddering technique online via chat interviewing consumption experience of caipirinha |
description |
As customers are becoming increasingly connected to the internet, this means that they are available for online interviews, thus opening up a space for investigating research methods, especially qualitative research, in an attempt to identify how to adapt data collecting instruments to the so-called "connected customer era". In this context, the focus of this article is on the application viability analysis of the laddering technique used online and in real-time chat by asking the following question: "Why caipirinha?". Conducting online in-depth interviews through the MSN Messenger and Skype (the most commonly used chat tools in Brazil), 23 attributes, 22 consequences and 13 values were identified, resulting in 133 ladders, 71 of which reached the value level. Along with friends/mates, Integration, Entertainment and Fun, in addition to Alcohol, Insouciance/ relaxation and Pleasure constitute the most frequent ladders. Concerning the application itself, the participants gave positive feedback, even though some of them did not feel satisfied because they became tired. Convenience, objectivity, disinhibition, easy scheduling and flexibility were identified. The viability of online in-depth interviewing via real-time chats was confirmed, raising the question of the possibility of it achieving other qualitative research techniques. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-06-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922011000200003 |
url |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922011000200003 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
10.1590/S1807-76922011000200003 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração |
publisher.none.fl_str_mv |
ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração |
dc.source.none.fl_str_mv |
BAR - Brazilian Administration Review v.8 n.2 2011 reponame:BAR - Brazilian Administration Review instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) instacron:ANPAD |
instname_str |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
instacron_str |
ANPAD |
institution |
ANPAD |
reponame_str |
BAR - Brazilian Administration Review |
collection |
BAR - Brazilian Administration Review |
repository.name.fl_str_mv |
BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
repository.mail.fl_str_mv |
||bar@anpad.org.br |
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1754209123268820992 |