ABSTRACT
Laddering has been used extensively within marketing to uncover the drivers of consumer decision making. Obstacles confronting laddering researchers include the time and costs of this qualitative technique as well as the lack of standard statistical measures to assess data and solution quality. In this chapter we assess the laddering research practices of both professional and academic researchers, propose a set of quality metrics, and demonstrate the use of these measures to empirically compare the traditional face-to-face interviewing method to an online one-on-one interviewing approach.
