1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 unknown5 Department of Management, Aarhus BSS, Aarhus University
Starting from a general model of measuring cognitive structures for predicting consumer behaviour, we discuss laddering as a possible method to obtain estimates of consumption-relevant cognitive structures which will have predictive validity. Four criteria for valid measurement are derived and applied, which refer to data collection, coding, and analysis. These criteria are evaluated using examples from a laddering study where additional data was collected to shed light on respondents' subj interpretation of the laddering task as well as interviewers' experiences with it. Several possible validity threats are identified, and ways to improve the method are suggested.
International Journal of Research in Marketing, 1995, Vol 12, p. 209-225