What is laddering? How might it be used in trying to understand which fast-food restaurant customers prefer?

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Business research methods

ISBN: 978-1439080672

8th Edition

Authors: William G Zikmund, Barry J. Babin, Jon C. Carr, Mitch Griff

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Question Posted: Oct 02, 2012 07:43 AM

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What is laddering? How might it be used in trying to understand which fast-food restaurant customers prefer?

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Laddering is a term used for a particular approach to probing asking respondents to compare differen...View the full answer

Business research methods

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