posted on 2013-03-11, 15:10authored byThorsten GruberThorsten Gruber, Isabelle Szmigin, Alexander E. Reppel, Roediger Voss
Purpose – This paper thoroughly explains how qualitative researchers can design and conduct
online interviews to investigate interesting consumer phenomena.
Design/Methodology/Approach – A semi-standardized qualitative technique called
laddering was applied successfully to an online environment. Laddering allows researchers to
reach deeper levels of reality and to reveal the reasons behind the reasons. A web survey that
included an opinion leadership scale, filled in by 2,472 people, served as a springboard for
identifying possible participants for the online laddering interviews. 22 online interviews were
conducted with opinion leaders in the specific product field of digital music players such as
Apple’s iPod.
Findings – By conducting online interviews we were able to gather information from an
interesting group of respondents that would have been difficult to contact otherwise. The
whole online interviewing process was convenient for respondents who did not have to leave
their homes and offices for the interviews. In general respondents enjoyed the online
laddering interviewing experience and in particular the relaxed and friendly atmosphere. The
most valued attributes of Apple’s iPod are “control elements” and “design”, which are linked
to values such as hedonism and individuality.
Originality/value – The paper is the first to systematicallydescribe how qualitative
researchers can conduct laddering interviews online. By explaining the online interviewing
process in detail, we dispel criticism that qualitative research reports are often unclear,
ambiguous and unstructured. Based on the detailed description of the online laddering
process, other researchers can use the technique to get deeper insights into interesting
consumer phenomena.
History
School
Business and Economics
Department
Business
Citation
GRUBER, T. ... et al, 2008. Designing and conducting online interviews to investigate interesting consumer phenomena. Qualitative Market Research: An International Journal, 11 (3), pp.256-274.