Ladder Interviews in Qualitative Marketing Research


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question 1 of 3

Which research question would benefit the most from using a ladder interview to improve the validity and accuracy of answers?

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1. A drawback of the ladder interview technique is _____.

2. Most ladder interviews focus on the question of _____.

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About This Quiz & Worksheet

This worksheet and quiz are resources that allow you to gauge your knowledge of ladder interviews involved in qualitative marketing research. The focus of most ladder interviews and the primary drawback of the ladder interview technique are topics on the quiz.

Quiz & Worksheet Goals

Take the quiz to gauge your understanding of:

  • Facts about consumer behaviors
  • Primary con of the ladder interview technique
  • Research question that would benefit from using a ladder interview to improve answer validity

Skills Practiced

  • Reading comprehension - ensure that you draw the most important details from the lesson on ladder interviews in marketing research
  • Information recall - access the knowledge you have gained about when ladder interviews should be used
  • Interpreting information - verify that you can read information about why the ladder interview technique isn't perfect and interpret it correctly

Additional Learning

More material can be learned if you work through the lesson called Ladder Interviews in Qualitative Marketing Research. Other topics you can review include:

  • A definition of ladder interviews
  • Reasons consumers may not express their true feelings on a product
  • Examples of companies that should use ladder interviews