The objective of this paper is to discuss laddering technique in marketing, considering the proposal of renewing knowledge on research methodology. It investigates national and international studies, articles, and researches that approach the subject. The means-end theory that grounds the technique, linking attributes, consequences and values related to a product, is presented in the article. Common practices in the field research are presented as well, emphasizing data collection and analysis. Although very powerful, laddering is still underutilized for both academics and practitioners, probably for lacking of knowledge and dissemination. It is important to propagate the use of this technique in academic and market researches.
laddering; marketing research; means-end chain
