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Tuesday, February 27, 2018

Lee Nguyen and the Ladder: A Fake Interview - YouTube
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A ladder interview is an interviewing technique where a seemingly simple response to a question is pushed by the interviewer in order to find subconscious motives. This method is also very popular for many businesses when conducting research to understand the product elements personal values for end user.


Video Ladder interview



Example

It begins with a simple question, and then another question is asked about that response. For example, an interviewer may ask: "How come you skipped class?" and the response may be: "I went out with my friends". The next question would be something like "Why did you go out with your friends?". Essentially, the format is as follows:

Interviewer: "Why x?"
Subject: "Because z"
Interviewer: "Why z?"
Subject: "Because b"
Interviewer: "Why b?"

The first responses are generally functional justifications, like "I went out with my friends because I wanted some pizza", or "I wanted some pizza because I used to eat it as a child"; but eventually the interviewer hopes to reach a virtue justification like "It's good to be childish". Then it is fair to conclude that the interviewee skipped class because he valued childishness.


Maps Ladder interview



Introduction to laddering theory

Thomas J. Reynolds and Jonathan Gutman were the founders and pioneers of the laddering theory.


Interview to Salil Shetty - Citizen Journalists' initiative of ...
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Usage in marketing technique

This technique is used for marketing in order to see what values inspire the consumption of the particular product. A chocolate bar producer would do this test so they can match the most common terminal virtue to their product in an advertisement. For example, the virtue of justice, or a virtue of efficiency, or in the above example, the virtue of childhood.

The Laddering technique allows businesses get to know their customers better by asking them simple direct questions.


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The interview environment

In the beginning of the interview process, the interviewer should build good rapport with the interviewee. Making the respondent aware there will not be judged for their right and wrong answers. By adapting this technique of environment the purpose of the laddering interview can be accomplished.


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Two basic problems of laddering

Before getting into this specifics of interviewing techniques, it is important to identify the problems associated with laddering. The two most common problems are outlined below.


Climbing the Corporate Ladder with Arun Malhotra, MD Nissan India ...
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Strengths and weaknesses of laddering

Strengths:

Some of the plus points of the laddering technique is that it provides reasoning behind certain behaviors and or choices.

Laddering is a way to draw out a response or answer from someone that might not be revealed through other conventional methods.

Weaknesses:

This form of technique can very be tiring and or boring for the interviewee as the same questions are asked over and over again.[1]

Another weakness is the interviewee may find the questions very difficult and the answers can be less reliable.


Interview] Ashish Goel, Urban Ladder on influencer marketing in ...
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Features of laddering in qualitative marketing

This process seeks to understand why goods and services are bought by people.


advantage of the R/2R ladder DAC | ece interview questions ...
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Further reading

  • Reynolds, T.J. and Olson, J.C., Understanding Consumer Decision Making: the means-end approach to marketing, Routledge, 2001, pages 25-61
  • Breakwell, G.M. (editor), Doing Social Psychology Research, Wiley-Blackwell, 2004, pages 305-343

Sabrina Salerno__My Chico/Interview/All Of Me Live at Jacobs ...
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References

14. https://www.interaction-design.org/literature/article/laddering-questions-drilling-down-deep-and-moving-sideways-in-ux-research

Source of article : Wikipedia