Designing Online Laddering Studies

Laddering is a well-established research technique in the social sciences which provides rich data to help understand means-end considerations otherwise hidden from quantitative research. It does this through revealing relationships between the attributes of individuals, objects or services (i.e., means), the consequences these attributes represent for the respondent, and the values or beliefs that are strengthened or satisfied by the consequences (i.e., ends). This chapter describes how qualitative researchers can successfully apply laddering in an online environment. Through an explanation of the different stages of the online laddering process, the authors hope to encourage researchers to use this technique in their urban planning research projects. To illustrate the benefits of the technique, the authors describe a research study that successfully used the laddering technique in an online environment. The chapter concludes with the discussion of the limitations of using laddering online and suggests avenues for future research.