Billy Neighbors Decides to Use a Qualitative Research Technique Called

question 20

Multiple Choice

Billy Neighbors decides to use a qualitative research technique called laddering.Which of the following would best describe how laddering could be used by Billy's Pork processing company?

• A)determining values important to consumers (i.e. ,good health);the routes consumers take to achieve those values (i.e. ,exercise,eating good foods,rest);and which specific product attributes (i.e. ,eat white meats)are used as a means of achieving the end desired value (i.e. ,good health)
• B)determining product attributes important to consumers (i.e. ,white meats);the routes consumers take to achieve those attributes (i.e. ,shopping,reading ads,coupons);and which specific product attributes (i.e. ,pork)are used as a means of achieving the end desired value
• C)determining bottom rung values important to consumers (i.e. ,food,shelter,clothing);the routes consumers take to advance to higher rungs (i.e. ,education,job search,skill training);and which specific product attributes (i.e. ,white meats)are used as a means of achieving the highest rung (i.e. ,high self-esteem)
• D)determining the step-by-step approach to determining the best method to advertise the product (i.e. ,pork)as a healthy,nutritious food (i.e. ,white meat)
• E)None of the above;there is no such qualitative technique.

---

Definitions:

Potentially Useful

Describes something that has the capacity to be of benefit or service, possibly aiding in solving a problem or fulfilling a need.

Group Brainstorming

A collaborative idea generation process where members of a group freely share and develop creative solutions or thoughts.

Imagination-Based

Relating to, or characterized by, the creative ability of the mind to form images or concepts of external objects not present to the senses.

Relationship-Seeking Strategies

Plans of action that involve consciously making links between concepts or ideas that are not normally associated with each other.