Abstract
Abstract With growing interest in qualitative research beyond its popular use in focus groups, a greater appreciation of the potential of projective techniques is recommended. Examples are given to illustrate the variety of methods available, and how they may be practically applied in research projects to elicit rich information about perception of products and brands, and about characteristics of respondents.
Keywords
Variety (cybernetics)PsychologyProjective testPerceptionFocus (optics)Focus groupQualitative researchSocial psychologyMarketingSociologyComputer scienceArtificial intelligenceSocial sciencePsychoanalysisBusiness
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Publication Info
- Year
- 1985
- Type
- article
- Volume
- 2
- Issue
- 2
- Pages
- 67-81
- Citations
- 151
- Access
- Closed
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Cite This
Sidney J. Levy
(1985).
Dreams, fairy tales, animals, and cars.
Psychology and Marketing
, 2
(2)
, 67-81.
https://doi.org/10.1002/mar.4220020203
Identifiers
- DOI
- 10.1002/mar.4220020203