"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: | Repositório Institucional da UFRGS |
Texto Completo: | http://hdl.handle.net/10183/108679 |
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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Rego, Bruno BordeauxMachado, Fernanda NedwedOliveira, Marta Olívia Rovedder deAlves, Denise AvanciniSlongo, Luiz Antonio2014-12-25T02:10:20Z20111807-7692http://hdl.handle.net/10183/108679000873335As 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.application/pdfengBAR. Brazilian Administration Review. Curitiba, PR. Vol. 8, n. 2 (abr./jun. 2011), p. 150-167Pesquisa qualitativaTecnologia da informaçãoQualitative researchLaddering techniqueOnline via chat interviewingConsumption experience of caipirinha"Why caipirinha?" : the online via chat laddering technique can answerinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/otherinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFRGSinstname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSORIGINAL000873335.pdf000873335.pdfTexto completo (inglês)application/pdf174276http://www.lume.ufrgs.br/bitstream/10183/108679/1/000873335.pdf0d1fcf2d64c32b6caffa3b22eb4305e8MD51TEXT000873335.pdf.txt000873335.pdf.txtExtracted Texttext/plain53296http://www.lume.ufrgs.br/bitstream/10183/108679/2/000873335.pdf.txt82946399ee4f55ac30cd5ceca95d6bf9MD52THUMBNAIL000873335.pdf.jpg000873335.pdf.jpgGenerated Thumbnailimage/jpeg1399http://www.lume.ufrgs.br/bitstream/10183/108679/3/000873335.pdf.jpg0520be64d616681ee09e9d4c1dd70d22MD5310183/1086792018-10-23 08:32:11.817oai:www.lume.ufrgs.br:10183/108679Repositório de PublicaçõesPUBhttps://lume.ufrgs.br/oai/requestopendoar:2018-10-23T11:32:11Repositório Institucional da UFRGS - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.pt_BR.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 Rego, Bruno Bordeaux Pesquisa qualitativa Tecnologia da informação 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 |
Rego, Bruno Bordeaux |
author_facet |
Rego, Bruno Bordeaux Machado, Fernanda Nedwed Oliveira, Marta Olívia Rovedder de Alves, Denise Avancini Slongo, Luiz Antonio |
author_role |
author |
author2 |
Machado, Fernanda Nedwed Oliveira, Marta Olívia Rovedder de Alves, Denise Avancini Slongo, Luiz Antonio |
author2_role |
author author author author |
dc.contributor.author.fl_str_mv |
Rego, Bruno Bordeaux Machado, Fernanda Nedwed Oliveira, Marta Olívia Rovedder de Alves, Denise Avancini Slongo, Luiz Antonio |
dc.subject.por.fl_str_mv |
Pesquisa qualitativa Tecnologia da informação |
topic |
Pesquisa qualitativa Tecnologia da informação Qualitative research Laddering technique Online via chat interviewing Consumption experience of caipirinha |
dc.subject.eng.fl_str_mv |
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.issued.fl_str_mv |
2011 |
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2014-12-25T02:10:20Z |
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1807-7692 |
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eng |
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eng |
dc.relation.ispartof.pt_BR.fl_str_mv |
BAR. Brazilian Administration Review. Curitiba, PR. Vol. 8, n. 2 (abr./jun. 2011), p. 150-167 |
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openAccess |
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