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Projective Techniques in Qualitative Research

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A Discussion of Qualitative & Quantitative Research Design Issues
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Projective techniques were developed in psychology. Concerns about their reliability have caused them to be, by and large, the provenance of 'alternative' psychology practitioners. In market research they remain mainstream, as other techniques often fail to generate any insight at all into brand buying.

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Not all projective techniques involve projection in the classic, psychoanalytic sense; rather, the idea of tapping into subconscious associations and emotional connections is the goal of projective techniques in market research.

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Projective techniques are often used in market research to help uncover findings in areas where those researched are thought to be reluctant or unable to expose their thoughts and feelings via more straightforward questioning techniques. Projective Techniques Market Research. Projective techniques are used in market research to help the interviewer or moderator obtain the 'real views' of a participant which might normally remain hidden. Projective techniques allow respondents to answer questions which may be difficult to respond to verbally in more creative ways.

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In qualitative marketing research, projective techniques explore associations with brands, symbols, products, advertising, and images. Find out about four practical techniques. Projective Techniques, as explained by DJS Research Ltd. The term ‘projective techniques’ refers to a style of research in which the respondent is asked to respond to ambiguous or seemingly innocuous stimuli – most often pictures. The respondent projects their unconscious attitudes and.