LADDERING METHOD: USES AND LIMITATIONS

Detalhes bibliográficos
Autor(a) principal: Veludo de Oliveira, Tânia Modesto
Data de Publicação: 2008
Outros Autores: Ikeda, Ana Akemi
Tipo de documento: Artigo
Idioma: por
eng
spa
Título da fonte: RAM. Revista de Administração Mackenzie
Texto Completo: https://editorarevistas.mackenzie.br/index.php/RAM/article/view/47
Resumo: This article aims at showing the laddering method, considering the possibilities of its utilization in both academic and market researches. The idea is to contribute with the dissemination of methodological techniques that are new alternatives to the researches in Brazil. The literature review allowed to describe the method, its emergence and stages. Moreover, there is a discussion about hard laddering and LADDERMAP and their main limitations. The conclusion is that laddering method is of good value to human behavior studies, and above all to individual evaluation in the context of means-end chain theory. Authors emphasize that laddering demands a good interviewer and researcher, a homogeneous group to answer the questions and the use of LADDERMAP software to ease its application. Finally, some attention has to be given to the criteria of choosing hard or soft laddering.
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spelling LADDERING METHOD: USES AND LIMITATIONSUsos e limitações do método LadderingThis article aims at showing the laddering method, considering the possibilities of its utilization in both academic and market researches. The idea is to contribute with the dissemination of methodological techniques that are new alternatives to the researches in Brazil. The literature review allowed to describe the method, its emergence and stages. Moreover, there is a discussion about hard laddering and LADDERMAP and their main limitations. The conclusion is that laddering method is of good value to human behavior studies, and above all to individual evaluation in the context of means-end chain theory. Authors emphasize that laddering demands a good interviewer and researcher, a homogeneous group to answer the questions and the use of LADDERMAP software to ease its application. Finally, some attention has to be given to the criteria of choosing hard or soft laddering.Este artigo tem por objetivo apresentar o método laddering e discutir as possibilidades de sua aplicação em pesquisas acadêmicas e de mercado, para contribuir com a disseminação de técnicas metodológicas que se apresentem como novas alternativas à pesquisa no Brasil. Foi realizado um levantamento bibliográfico a partir do qual descreveu-se o método, seu surgimento e suas etapas. Além disso, discutiram-se algumas de suas vertentes (hard laddering e LADDERMAP) e suas principais limitações. Conclui-se que o laddering é um método de grande valia no estudo do comportamento humano, servindo, sobretudo, à avaliação de valores dos indivíduos no contexto da teoria de cadeias meios-fim. No emprego do laddering, recomenda-se a observação de alguns pontos, como a qualificação do entrevistador e do pesquisador, a homogeneização do grupo de respondentes, o uso do software LADDERMAP para facilitar a operacionalização do método e a consideração de critérios na escolha do hard ou soft laddering.PALAVRAS-CHAVE: Laddering; Metodologia; Cadeias meios-fim; Valor; Comportamento.Editora Mackenzie2008-07-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/pdfhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/47Revista de Administração Mackenzie; Vol. 5 No. 1 (2004)Revista de Administração Mackenzie; Vol. 5 Núm. 1 (2004)Revista de Administração Mackenzie (Mackenzie Management Review); v. 5 n. 1 (2004)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporengspahttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/47/47https://editorarevistas.mackenzie.br/index.php/RAM/article/view/47/2036https://editorarevistas.mackenzie.br/index.php/RAM/article/view/47/2037Copyright (c) 2015 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessVeludo de Oliveira, Tânia ModestoIkeda, Ana Akemi2011-01-14T18:56:54Zoai:ojs.editorarevistas.mackenzie.br:article/47Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2024-04-19T17:00:23.930797RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false
dc.title.none.fl_str_mv LADDERING METHOD: USES AND LIMITATIONS
Usos e limitações do método Laddering
title LADDERING METHOD: USES AND LIMITATIONS
spellingShingle LADDERING METHOD: USES AND LIMITATIONS
Veludo de Oliveira, Tânia Modesto
title_short LADDERING METHOD: USES AND LIMITATIONS
title_full LADDERING METHOD: USES AND LIMITATIONS
title_fullStr LADDERING METHOD: USES AND LIMITATIONS
title_full_unstemmed LADDERING METHOD: USES AND LIMITATIONS
title_sort LADDERING METHOD: USES AND LIMITATIONS
author Veludo de Oliveira, Tânia Modesto
author_facet Veludo de Oliveira, Tânia Modesto
Ikeda, Ana Akemi
author_role author
author2 Ikeda, Ana Akemi
author2_role author
dc.contributor.author.fl_str_mv Veludo de Oliveira, Tânia Modesto
Ikeda, Ana Akemi
description This article aims at showing the laddering method, considering the possibilities of its utilization in both academic and market researches. The idea is to contribute with the dissemination of methodological techniques that are new alternatives to the researches in Brazil. The literature review allowed to describe the method, its emergence and stages. Moreover, there is a discussion about hard laddering and LADDERMAP and their main limitations. The conclusion is that laddering method is of good value to human behavior studies, and above all to individual evaluation in the context of means-end chain theory. Authors emphasize that laddering demands a good interviewer and researcher, a homogeneous group to answer the questions and the use of LADDERMAP software to ease its application. Finally, some attention has to be given to the criteria of choosing hard or soft laddering.
publishDate 2008
dc.date.none.fl_str_mv 2008-07-22
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/47
url https://editorarevistas.mackenzie.br/index.php/RAM/article/view/47
dc.language.iso.fl_str_mv por
eng
spa
language por
eng
spa
dc.relation.none.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/47/47
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/47/2036
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/47/2037
dc.rights.driver.fl_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
application/pdf
dc.publisher.none.fl_str_mv Editora Mackenzie
publisher.none.fl_str_mv Editora Mackenzie
dc.source.none.fl_str_mv Revista de Administração Mackenzie; Vol. 5 No. 1 (2004)
Revista de Administração Mackenzie; Vol. 5 Núm. 1 (2004)
Revista de Administração Mackenzie (Mackenzie Management Review); v. 5 n. 1 (2004)
1678-6971
1518-6776
reponame:RAM. Revista de Administração Mackenzie
instname:Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron:MACKENZIE
instname_str Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron_str MACKENZIE
institution MACKENZIE
reponame_str RAM. Revista de Administração Mackenzie
collection RAM. Revista de Administração Mackenzie
repository.name.fl_str_mv RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)
repository.mail.fl_str_mv revista.adm@mackenzie.br
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