Projective Techniques

Based on a premise that the description of vague objects requires interpretation, and this interpretation can only be based on the individuals own background, attitudes and values. Based on a premise that the description of vague objects requires interpretation, and this interpretation can only be based on the individuals own background, attitudes and values. It provides psychological mask to respondents so they can be more candid in their responses It provides psychological mask to respondents so they can be more candid in their responses

Association Techniques Require the subject to respond to the presentation of a stimulus with the first thing or things that come to mind. Require the subject to respond to the presentation of a stimulus with the first thing or things that come to mind. Word Association Word Association Free Word Association Free Word Association Successive Word Association Successive Word Association Used for testing potential Brand names, and for measuring attitudes about particular products, product attributes, brands, packages, advertisements.

Completion Techniques Requires the respondent to complete and incomplete stimulus Requires the respondent to complete and incomplete stimulus Two Types: 1. Sentence Completion 2. Story Completion

Construction Techniques Require the respondent to produce or construct something, generally a story, dialogue or description. Require the respondent to produce or construct something, generally a story, dialogue or description. - Cartoon Techniques - Third Person Techniques - Picture Response - Fantasy Scenarios - Personification

Expressive Techniques Role Playing is the main expressive technique utilized to any extent by marketing researchers. Role Playing is the main expressive technique utilized to any extent by marketing researchers. The consumer is asked to assume the role or behavior of an object or another person The consumer is asked to assume the role or behavior of an object or another person

Problems and Promise of PT Problems Problems Require Personal Interviews with trained interviewers, which is expensive. Require Personal Interviews with trained interviewers, which is expensive. Measurement error through bias Measurement error through bias Promise Promise Valuable and useful Marketing and Research tool. Valuable and useful Marketing and Research tool. Help to uncover information not available through direct questioning or observation Help to uncover information not available through direct questioning or observation