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Projective Techniques in Business and Market Research, Study notes of Marketing Research

Projective techniques in business and market research. Projective techniques are an unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern. how projective techniques attempt to disguise the purpose of the research and how respondents are asked to interpret the behavior of others rather than describe their own behavior. The document also compares projective techniques to focus groups and depth interviews.

Typology: Study notes

2020/2021

Available from 01/29/2022

RehashaHaily
RehashaHaily 🇱🇰

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Module Code: MKT216SL
Business And Market Research
University Of Plymouth
Projective Techniques
An unstructured and indirect form of questioning that encourages the respondents
to project their underlying motivations, beliefs, attitudes, or feelings regarding the
issues of concern.
Projective techniques attempt to disguise the purpose of the research.
In projective techniques, respondents are asked to interpret the behavior of others
rather than describe their own behavior.
In interpreting the behavior of others, respondents indirectly project their own
motivations, beliefs, attitudes, or feelings into the situation. Thus, respondents’
attitudes are uncovered by analyzing their responses to scenarios that are
deliberately unstructured, vague, and ambiguous.
The more ambiguous the situation, the more respondents project their emotions,
needs, motives, attitudes, and values, as demonstrated by work in clinical
psychology on which projective techniques are based.
As in psychology, these techniques are classified as association, completion,
construction, and expressive.
A Comparison of Focus Groups, Depth Interviews, and Projective Techniques
Criteria!
Focus,Groups!
Depth,
Interviews!
Projective,
Techniques!
Degree,of,structure!
Relatively!high!
Relatively!
medium!
Relatively!low!
Probing,of,individual,
respondents!
Low!
High!
Medium!
Moderator,bias!
Relatively!
medium!
Relatively!high!
Low!to!high!
Interpretation,bias!
Relatively!low!
Relatively!
medium!
Relatively!high!
Uncovering,subconscious,
information!
Low!
Medium!to!high!
High!
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Module Code: MKT216SL Business And Market Research University Of Plymouth

Projective Techniques

  • An unstructured and indirect form of questioning that encourages the respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.
  • Projective techniques attempt to disguise the purpose of the research.
  • (^) In projective techniques, respondents are asked to interpret the behavior of others rather than describe their own behavior.
  • (^) In interpreting the behavior of others, respondents indirectly project their own motivations, beliefs, attitudes, or feelings into the situation. Thus, respondents’ attitudes are uncovered by analyzing their responses to scenario s that are deliberately unstructured, vague, and ambiguous.
  • The more ambiguous the situation, the more respondents project their emotions, needs, motives, attitudes, and values, as demonstrated by work in clinical psychology on which projective techniques are based.
  • As in psychology, these techniques are classified as association, completion, construction, and expressive.

A Comparison of Focus Groups, Depth Interviews, and Projective Techniques

Criteria Focus Groups Depth Interviews Projective Techniques Degree of structure Relatively high Relatively medium Relatively low Probing of individual respondents Low High Medium Moderator bias Relatively medium Relatively high Low to high Interpretation bias Relatively low Relatively medium Relatively high Uncovering subconscious information Low Medium to high High

Discovering innovative information High Medium Low Obtaining sensitive information Low Medium High Involve unusual behaviour/questioning No To a limited extent Yes Overall usefulness Highly useful Useful Somewhat useful