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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.
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Module Code: MKT216SL Business And Market Research University Of Plymouth
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