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

Academic research concerning the consumer value, using the means-end chain theory (MEC), has been growing steadily. The Laddering interview technique has been the most commonly utilized tool to establish the relationship between attributes, consequence and values proposed by this theory. The present study conducted a comparative analysis between the traditional characteristics of Laddering, Soft Laddering, and the variation of this technique, Hard Laddering, represented here by a self-administered Paper-and-Pencil questionnaire. This comparative analysis serves the requirement for researchers to understand specific aspects of each Laddering approach, so there is a satisfactory match between the means-end chain theory technique and the choice that fits best in its object of study. The literature review addressed: the concepts of the means-end theory, describing both approaches to the Laddering interview and the concept of consumer value, in this case, students from a Higher Education Institution (HEI). The comparative analysis presented the differences and similarities between Soft Laddering and the Paper-and-Pencil Hard Laddering questionnaire. The comparison indicates that Soft Laddering permits greater efficiency; however, it suggests that the Pencil-and-Paper questionnaire possesses the potential to generate similar results to the traditional approach.