Brandi Sørensen, Elin; Askegaard, Søren - In: Qualitative Market Research: An International Journal 10 (2007) 1, pp. 63-77
Purpose – This paper seeks to provide a discourse‐based critique of the laddering interviewing technique, and to make academics as well as practitioners aware of some of the limitations in applying this particular consumer interviewing technique. Design/methodology/approach – The paper...