"Why caipirinha?"- the online via chat laddering technique CAN answer

As customers are becoming increasingly connected to the internet, this means that they are available for online interviews, thus opening up a space for investigating research methods, especially qualitative research, in an attempt to identify how to adapt data collecting instruments to the so-called "connected customer era". In this context, the focus of this article is on the application viability analysis of the laddering technique used online and in real-time chat by asking the following question: "Why caipirinha?". Conducting online in-depth interviews through the MSN Messenger and Skype (...