Which of the following is a particular approach to probing that asks respondents to compare differences between brands at different levels?
A)interrogating
B)immersion
C)linking
D)laddering

Question

Quizplus · Accepted Answer

Laddering is a particular approach to probing in which respondents are asked to compare differences between brands at different levels, from concrete attributes to higher-order benefits and values. Laddering is a technique used in qualitative research to uncover the underlying motivations, beliefs, and values that drive consumer behavior.

Which of the Following Is a Particular Approach to Probing