Reference no: EM132096201

Choose one of the following product/service categories: - Social networking websites - Smartphones - Undergraduate online education programs - Fast food - Energy drinks - Gym memberships - Organic products Conduct 1 interview aimed at gauging Attributes, Benefits/Consequences and Values associated with your chosen product. Use the laddering interview technique (see the Laddering Notes on Blackboard). Some guidelines: · You should be able to elicit at least 2 attributes for the Attribute level of the ladder; · For this question, you only need to create the ladder(s). (Due to the very small sample size, you will not be able to create a meaningful Implication Matrix or Hierarchical Value Map). Do not worry if you can not identify too many ladders (most respondents can only articulate 2-3 different ladders for any given product). · Make your description of A/C/V in your ladder as clear as possible. For example, don’t just write a value such as Accomplishment or Self Esteem, but add the abbreviated description of the actual interview statement (such as “the product helps me get more work done…which makes me feel better about myself”, or whatever statement you labeled as a higher level Value). Do not forget to include demographics (or other relevant information) about your interview respondent. Do not include any information that would make your respondent identifiable by an outside person (your respondent should remain anonymous).