Gruber, Thorsten; Szmigin, Isabelle; Reppel, Alexander E.; … - In: Qualitative Market Research: An International Journal 11 (2008) 3, pp. 256-274
Purpose – The purpose of this paper is to thoroughly explain how qualitative researchers can design and conduct online interviews to investigate interesting consumer phenomena. Design/methodology/approach – A semi‐standardized qualitative technique called laddering was applied successfully...