Uma comparação entre as técnicas hard e soft laddering aplicadas à percepção de valor de acadêmicos de administração em relação a uma instituição de ensino superior na cidade de Rio Verde-GO

Abstract

Academic research on the topic value to the customer, using the theory of the concept of means-end chain, has been growing. The technique of Laddering interview has been the tool most used to establish the relationship between attributes, consequences and values proposed by this theory. The present study conducted a comparative analysis of the characteristics of traditional Laddering, called Soft Laddering and the variation of this technique called Hard Laddering that this research was represented by questionnaire self manageable Paper and Pencil. This comparative analysis serves the need for researchers to know specific aspects of each of the approaches to Laddering, so there is a match between the theory of means end chain of the technique and the choice that best fits in its object of study. In the literature review were addressed: the concepts of the theory of means end, the description of two approaches of Laddering interview and the concept of personal value to the customer, in this case the students of a Higher Education Institution (HEI). In the comparative analysis were presented the differences and similarities between the questionnaire and Soft Laddering Paper-and-Pencil Hard Laddering. The comparison shows a greater efficiency of Soft Laddering, however, suggests that questionnaire and Pencil Paper presents a potential to generate similar results to the traditional approach.