Author: Jelmer Weijschede
-
Overview of Laddering Theory
Laddering Theory, Method, Analysis, and Interpretation by Thomas J. Reynolds and Jonathan Gutman is a foundational framework in qualitative research, particularly within consumer behavior studies. Below is an overview of the key aspects of this theory and methodology: Overview of Laddering Theory Laddering is a qualitative research technique designed to uncover the deeper motivations, values,…
-
What is conjoint analysis?
Sawtooth Software, 2021 Introduction to conjoint analysis Conjoint analysis is the premier approach for optimizing product features and pricing. It mimics the trade-offs people make in the real world when making choices. In conjoint analysis surveys you offer your respondents multiple alternatives with differing features and ask which they would choose. With the resulting data,…