6. 3 Projective techniques

MarketResearchVideos Опубликовано: 4 апр. 2010 г. Projective techniques offer a way of finding out about people through the use of association and allowing respondents to express themselves in different ways. Such techniques are often used with qualitative research, but they can also be employed in quantitative studies in the form of wellworded openended questions. Techniques include word association and picture association. Some projective tests use completion tasks. This might be a sentence or in the form of a cartoon. Analogy embraces various techniques: symbolic analogy; obituary; roleplaying; personification; third person test; brand personalities; indirect questions; metaphor. Storytelling requires respondents to share small accounts about any experiences that are broadly related to an issue. Postcard writing is another technique. Категория