Purpose – The purpose of this study was to demonstrate how the segmentation of voters based on decision‐making processes, using means‐end laddering research innovations and real‐time interactive online interviewing, can aid in the formation of political communications strategy, including...

Purpose – This paper aims to outline the fundamental assumptions regarding the laddering methodology (Reynolds and Gutman), examine how some “hard” laddering approaches meet or violate these assumptions, provide a review and comparison of a series of studies using “soft” and “hard”...

Many surveys rely on peoples' ability to report accurately about others' behavior. However, the mechanism by which this is done is not well understood. We test a conceptual model that posits the processes by which respondents answer questions about others and the accuracy of such reports....