Designing Online Laddering Studies

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Author(s): Thorsten Gruber (Manchester Business School, UK), Alexander E. Reppel (Royal Holloway, University of London, UK), Isabelle Szmigin (Birmingham Business School, UK)and Rödiger Voss (HWZ University of Applied Sciences of Zurich, Switzerland)
Copyright: 2012
Pages: 23
Source title: Online Research Methods in Urban and Planning Studies: Design and Outcomes
Source Author(s)/Editor(s): Carlos Nunes Silva (University of Lisbon, Portugal)
DOI: 10.4018/978-1-4666-0074-4.ch012

Keywords: Government & Law / Information Science Reference / IT Research and Theory / Urban & Regional Development

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Abstract

Laddering is a well-established research technique in the social sciences which provides rich data to help understand means-end considerations otherwise hidden from quantitative research. It does this through revealing relationships between the attributes of individuals, objects or services (i.e., means), the consequences these attributes represent for the respondent, and the values or beliefs that are strengthened or satisfied by the consequences (i.e., ends). This chapter describes how qualitative researchers can successfully apply laddering in an online environment. Through an explanation of the different stages of the online laddering process, the authors hope to encourage researchers to use this technique in their urban planning research projects. To illustrate the benefits of the technique, the authors describe a research study that successfully used the laddering technique in an online environment. The chapter concludes with the discussion of the limitations of using laddering online and suggests avenues for future research.

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