In a study the researcher was investigating attitudes toward airlines among male middle managers.Each airline attribute,such as wide-body aircrafts,was probed (why do you like to travel in wide-body aircrafts?)to determine why it was important (I can get more work done)and then that reason was probed (I accomplish more),and so on (I feel good about myself).The depth interview techniques used in the study is called ________.
A)hidden issue questioning
B)symbolic analysis
C)laddering
D)none of the above

Question

Quizplus · Accepted Answer

The depth interview technique used in the study is called laddering, which involves probing deeper and deeper into an individual's attitudes and beliefs to uncover the underlying values and motivations that drive behavior. Laddering is often used in marketing research and is based on the concept that people make choices based on their values and goals, rather than on the specific attributes of a product or service. In this case, the researcher was trying to understand why male middle managers preferred certain airlines over others, by probing the underlying reasons for their attitudes towards specific airline features.

In a Study the Researcher Was Investigating Attitudes Toward Airlines