Billy Neighbors Decides to Use a Qualitative Research Technique Called

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 (eat white meats) are used as a means of achieving the end desired value (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 (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 (white meats) are used as a means of achieving the highest rung (high self-esteem) .
D) Determining the step-by-step approach to determining the best method to advertise the product (pork) as a healthy, nutritious food (white meat) .
E) None of the above; there is no such qualitative technique.