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) laddering
C) symbolic analysis
D) none of the above

Question

Quizplus · Accepted Answer

The depth interview technique used in the study is called laddering. Laddering involves probing for the deeper reasons behind attitudes or behaviors. It involves probing for the underlying values, beliefs, and goals that drive a person's preferences or actions. In this study, the researcher probed for the reasons why male middle managers liked certain airline attributes, such as wide-body aircraft, and then probed deeper to understand why those reasons were important to them. Laddering is a commonly used technique in qualitative research, particularly in the field of psychology and marketing.

In a Study the Researcher Was Investigating Attitudes Toward Airlines