Ana Akemi Ikeda

Laddering in the practice of marketing research: barriers and solutions

Purpose – The paper seeks to present discussion on laddering application in the practice of marketing, considering both academic and market researches.Design/methodology/approach – It provides summary points of laddering as a qualitative research technique and the importance it can have in better understanding behaviour.Findings – The paper argues that laddering is a useful and powerful technique but still underused by scholars and practitioners. The authors consider that the main apparent barriers precluding its proper use can be related to the following aspects: time‐consuming and expensive interviews; artificial set of answers; researcher biases; and simplistic analysis of the results.Originality/value – This paper contributes to a better practice of laddering since it highlights its limitations and suggests alternatives to cope with them.

Valor em serviços educacionais

The objective of this article is to study the value creation in educational services, focusing on the student perspective. The literature review is mainly based on the concepts of customer value and means-end chain. In depth interviews with MBA, master and PhD students were made in order to identify the means-end chain elements. The laddering technique was used in both interviews and analysis of results. The student value is represented by five dimensions: (i) the meaning of sharing; (ii) the essence of learning; (iii) the sense of belonging; (iv) the status and self-confidence expression; and (v) insights about contributions and duties. Finally, some suggestions on how an education institution can offer value to students are addressed.

Compra compulsiva e a influência do cartão de crédito

This article examines the influence of credit cards on young adults’ compulsive buying behavior. Compulsive buying is an uncontrollable state that tends to soften negative feelings. In this context, credit cards can stimulate impulse buying giving rise to problems such as debts and relationship problems. This study is based on a field work and it analysis this behavior on university students. The results reveal that young students with propensity to be compulsive buyers use credit card intensely. It is suggested that organizations involved in this matter should not neglect the compulsive buying behavior and that a discussion about their responsibility be made.

A tipologia do método do caso em administração: usos e aplicações

This article focuses the types of cases in the business area. The goal was to identify the main types of cases and the more appropriate situations to use each version. A desk research was made, leading to the development of the following topics: (i) definition of case study, (ii) the educational purposes of the case study, (iii) the types of cases and (iv) criteria to classify the cases. Based on the bibliographical research, it could be suggested four criteria to categorize the types of cases; there are: educational purposes, information available, structure level and complexity level. Each case format is more appropriate to a particular educational situation, including undergraduate and graduate courses. The case method has to be accompanied by other educational techniques. It is important that the instructors are able to select the type of case according to the student needs and the desired educational objectives.

O uso de coortes em segmentação de marketing

The consumer market is characterized by structural changes, mainly related to more individualized offers, a company’s concern expressed in the efforts to develop new segmentation techniques to improve the effectiveness of marketing actions. A good form of segmentation is the cohorts, which identifies people that passed through the same extern events in the coming of age phase. This time of life is the one that most influences the formation of values, beliefs and attitudes, that have a tendency to stability throughout life. Despite the strong demographic factor (age), cohort segmentation is psychografic, as it aims to identify values. This article objects to explore the cohort concept as a segmentation form, as well as its application in marketing decisions. The method used on this essay is a descriptive and analytical literature research. The main conclusions are that cohort segmentation is still few used, although it can generate important contributions in marketing if the required efforts to its application are taken.

Laddering em pesquisa de marketing

O artigo discute a tecnica de pesquisa laddering em marketing, considerando a proposta de renovacao de conhecimentos sobre metodologia na area. Para isso investiga diversos estudos, artigos e pesquisas que tratam do assunto em nivel nacional e internacional. O conceito de cadeias meios-fins e abordado pela estrutura teorica que fundamenta a tecnica, ligando atributos, consequencias percebidas do consumo e valores pessoais relativos a um produto. O artigo segue com a explicacao dos procedimentos de campo, como a entrevista e a analise dos dados. A laddering e um instrumento de pesquisa qualitativa bastante util e poderoso, mas ainda pouco utilizado tanto por academicos como por profissionais de mercado, no Brasil, provavelmente por desconhecimento e pouca divulgacao. Cabe, portanto, uma maior disseminacao de seu uso.

O caso como estratégia de ensino na área de Administração

Neste artigo aborda-se o metodo do caso e analisa-se o seu emprego como recurso pedagogico na area de administracao. Foi realizado um levantamento bibliografico que cobriu os seguintes topicos: origens do metodo do caso, o metodo do caso na area de administracao, objetivos pedagogicos do metodo do caso, possibilidades de uso do metodo do caso, beneficios do metodo do caso, desafios e criticas ao metodo do caso. Nas consideracoes finais, enfatiza-se a importância da participacao ativa de instrutores e alunos para o sucesso do metodo. Essa estrategia de ensino deve ser utilizada concomitantemente a outras tecnicas educacionais. Muitos desafios rondam o emprego do metodo no Brasil, como a falta de tradicao e a pouca valorizacao da producao de casos, a falta de preparo dos instrutores e autores e a dificuldade em obter informacoes das empresas para a elaboracao de casos.

Personal Values Dimensions: A Study on Brazilian Executives

ABSTRACT Human values are desirable goals that vary in importance and serve to guide peoples lives. This study addresses the following issue: what personal value dimensions emerge from a group of Brazilian executives and which one is the most important? This is a descriptive and quantitative study, employing an exploratory factor analysis of personal values. The most prominent personal values were identified in a group of Brazilian executives. In this study, the personal value dimensions found were Civility, Self-direction, and Conformity. The dimension that received the highest scores was Civility, whereas the least important values were those related to Conformity. RESUMEN. Los valores humanos son metas deseables con diferentes grados de importancia, útiles para orientar la vida de las personas. Este estudio trata sobre el siguiente tema: ¿Cuales son las dimensiones del valor personal que surge de un grupo de ejecutivos brasileños, y cual de ellos es el más importante? Este es un estudio descriptivo y cuantitativo que emplea un análisis exploratorio de factores inherentes a los valores personales, en el cual se identificaron los valores personales que más destaque obtuvieron en un grupo de ejecutivos brasileños. Los diversos valores personales encontrados en este estudio fueron Cortesía, Autodirección, y Conformidad. La dimensión que recibió el más alto puntaje fue Cortesía, mientras que los valores menos importantes se relacionaban a la Conformidad. RESUMO. Valores humanos são metas desejáveis que variam em importância e servem como guia na vida das pessoas. Este estudo aborda a seguinte questão: que dimensões de valores pessoais emergem em um grupo de executivos brasileiros, e qual delas é considerada como a mais importante? Esta é uma pesquisa quantitativa, que empregou análise fatorial exploratória nos valores pessoais. Os valores pessoais mais proeminentes foram identificados em um grupo de executivos brasileiros. Neste estudo, as dimensões de valores pessoais encontradas foram: Civilidade, Auto-direção, e Conformidade. A dimensão que recebeu as pontuações mais altas foi a Civilidade, enquanto que os valores menos importantes foram os relacionados à dimensão Conformidade.

A TEORIA DE MEIOS-FIM: UMA APLICAÇÃO EM MARKETING EDUCACIONAL

Este trabalho apresenta a visao de alunos de cursos de mestrado, doutorado e MBA acerca do significado de compartilhar. Baseou-se na teoria meios-fim para descobrir atributos, consequencias e valores desses alunos. A tecnica laddering foi empregada para entrevista e interpretacao de dados, por ser um meio de acessar os sistemas de significados pessoais dos respondentes e assim auxiliar a compreensao de seus comportamentos. Foi utilizado tambem o software Laddermap para processamento e analise dos dados. O resultado da pesquisa mostrou que o significado de compartilhar para o aluno de pos-graduacao baseia-se nas interacoes com colegas e sobretudo com os professores, diante da possibilidade de discutir conhecimentos, projetos profissionais e ate mesmo a vida pessoal. Ja o aluno de MBA vislumbra obter aprendizado, oportunidades profissionais e amizade principalmente com os seus colegas de classe.

Marketing professors: paths and perspectives

Purpose – The objective of this paper is to study how marketing professors see their job. How they assess their career paths, the reasons, and motivations underlying their professional choice, their points of view on the practices they employ, and their problems and difficulties, as well as the solutions they have found during the course of their professional development.Design/methodology/approach – This study is exploratory and qualitative. Grounded theory technique was employed to collect and analyse the data.Findings – There is a substantial diversity of professional paths and a quest for satisfaction and pleasure associated with the relative freedom and lower stress of the teaching profession, as compared to executive life.Research limitations/implications – The exploratory and non‐conclusive nature hinder the findings to be generalised and the wideness of the problem making the analysis broad but not deep.Practical implications – Understand marketing professors and raise some ideas about how to impr...