Tânia Modesto Veludo-de-Oliveira

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.

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.

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.

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 planning: a study within the Brazilian context

Although the importance of marketing planning as a marketing activity and its relevance for the success of organizational management are notorious, it still seems not to be consolidated in practical terms within organizations, which find difficulties in implementing it. This article discusses aspects of marketing planning in the Brazilian context. For that purpose, a critical literature review was conducted, including general topics on marketing planning and plan, such as concepts and definitions, structure, benefits, barriers and control. Additionally a survey focusing on the reality of Brazilian companies was carried out with 219 marketing executives from small, medium-sized and large companies. The results show differences in the extent to which the plan is developed according to the size of companies. Such activities are more valued by large companies, which make a more frequent use of managerial tools. The lack of resources, a managerial style not oriented towards planning and the focus on crisis management emerge as the main causes why small and mediumsized companies do not adopt marketing planning. Particularly small companies should be instructed on how to develop plans, and it would be important for all organizations, regardless of their size, to modify their posture of managing crises instead of planning.

Valor en servicios educacionales

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.

Value in education services

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.

Serviços educacionais: uma análise de quatro abordagens de qualidade

A integracao dos mercados e uma realidade cada vez mais evidente. As empresas isoladas enfrentam dificuldades no mercado. As empresas buscam novos caminhos para enfrentar estas situacoes e cenarios.