MASTER’S THESIS

Master thesis: sport spectator preferences
3.1.2 The laddering interview
The laddering technique is a method to indentify means-end chains of consumers.
The laddering method is a structured qualitative interview. The interview is
qualitative because consumer can answer the question free and with their own
words. The interview is structured because the interviewer has a specific concept
to do the interview. (Olson & Reynolds, 2001)
The laddering-interview measures cognitive structures and subjective product
advantages. Results show goal-mean value and association of consumers, which
are equivalent to motive structures. The individual motive structures can help to
develop marketing strategies. (Trommsdorf, 2002)
“Laddering offers an empirically based method for deriving more fundamental
sources of value that are represented in consumption alternatives.” (Cohen &
Warlop, 2001)
The questioning in the depth interviews help to generate values and goals linked
to a positive self-concept. This linkage can develop a general theory of consumer
motivation (Cohen & Warlop, 2001).
The example in Figure 11 shows the linkages between flavored chip and selfesteem.
This means-end chain uncovers the motivational perspective of a consumer
(self-esteem) as higher level of product distinction. This product distinction
can be important on managers practice level (Olson & Reynolds, 2001).
Figure 11: six level means-end chain (Olson & Reynolds, 2001, pp. 27)
Procedure of laddering depth interviews
First step of the interview is the identification of relevant product attributes. There
are different techniques which help the interviewer in this procedure. The repertory
grid method or named also as triadic sorting is one technique, where probands
have to elect three products. The product with the most personal relevant
attribute is elected in a second step. This step will be repeated till several
attribute combinations can be differentiated. The free elicitation and the product
Methodology page 40