LADDERING AS A RESEARCH TECHNIQUE FOR MEASURING HOUSING CHOICE AND PREFERENCE

Zinas, Z.B.

Department of Architecture

Moddibo Adama University of Technology, Yola Adamawa State Nigeria

E-mail: bzinas@gmail.com

ABSTRACT

The concept of the Laddering technique is composed of a series of interview questions. The purpose of these questions is to uncover the hidden links between the choices an individual makes and the underlying motivations behind those choices. The insight gained from this process is invaluable and has numerous practical applications. Laddering is a methodological measurement technique that the Means-End Chain (MEC) model utilizes. Clinical psychologists first introduced the laddering technique in the 1960s, as a method of understanding people’s core values and beliefs. This paper reviews the laddering methodological technique, and presents some research examples conducted within the domain of housing environment research.