In a study the researcher was investigating attitudes toward airlines among male middle managers. Each airline attribute, such as wide- body aircraft, was probed (why do you like to travel in
Wide- body aircraft?) 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

Laddering is a depth interview technique that involves probing the reasons behind a respondent's preference or behavior to uncover underlying motivations and values.

In a Study the Researcher Was Investigating Attitudes Toward Airlines