Applying Laddering to the Investigation of Perceptions of Risk-Theory and Practice. P. R. Carmody, The University of Reading, Department of Psychology, Reading, U.K.
Semi-structured interviews based on the laddering technique (Gutman and Reynolds, 1979) were used to examine differences in risk/benefit evaluation factors used by people when thinking about the acceptability of organophosphate (OP) use. One to one interviews to investigate perceptions were conducted with approximately 45 members of each of three interest groups; farmers, the general public and ‘technical experts’ such as vets and medical practitioners. This paper presents a discussion and possible implications of the distinction found between theory and practice in the application of the laddering technique. Issues to be addressed include validity, in particular in the usefulness of laddering in achieving the research objective, ie, that such interviews reveal underlying differences in perceptions of risk surrounding OP sheep dip. In addition the comparison of results of laddering interviews with those from focus groups will be undertaken. Also of interest is the efficacy of adaptations to the original laddering technique; for example; the method chosen while maintaining the aim of eliciting higher order constructs, was not based on strict adherence to Attribute -Consequence- Value ladders (as defined by Gutman and Reynolds, 1979). Further topics will include reliability of this technique for data collection and analysis covering issues such as: stability; ensuring that comparable information is recorded to a comparable of detail; reproducibility; ensuring that a satisfactory level of inter-coder reliability exists and; accuracy; ensuring the subject’s perceptions are recorded according to guidelines (Johnson, 1999). These and other methodological issues are considered with suggestions for further work.
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