“Before alone or (well) accompanied”? The Use of Projective Marketing Techniques
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Institucional da UFLA |
Texto Completo: | http://repositorio.ufla.br/jspui/handle/1/48247 |
Resumo: | Projective techniques, widely used in marketing research, encourage interviewees to talk about other people so that researchers can discover deep feelings and circumvent psychological prejudices. The present study analyzes empirical publications that involve the use of projective techniques in marketing. For this, two specific objectives were defined: to analyze if the publications are using only projective techniques or are being combined with other techniques and to identify which types of projective techniques are being used. The results were divided into bibliographic analysis and semantic analysis. In the first one, the evolution of the publications per year and the periodicals that most published articles using projective marketing research techniques, as Qualitative Market Research and the International Journal of Market Research, are presented. In the second, a qualitative analysis was performed, observing that half of the publications used only projective techniques while the other part combined with other data collection techniques such as interviews, focus groups, case studies and quantitative studies. The types of projective techniques more frequently employed were word association, sentence completion, Haire’s shopping list, thematic perception test, collages, drawings, scenarios, and third-person technique. |
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“Before alone or (well) accompanied”? The Use of Projective Marketing TechniquesProjective techniquesQualitative researchMarketingTécnicas projetivasPesquisa qualitativaProjective techniques, widely used in marketing research, encourage interviewees to talk about other people so that researchers can discover deep feelings and circumvent psychological prejudices. The present study analyzes empirical publications that involve the use of projective techniques in marketing. For this, two specific objectives were defined: to analyze if the publications are using only projective techniques or are being combined with other techniques and to identify which types of projective techniques are being used. The results were divided into bibliographic analysis and semantic analysis. In the first one, the evolution of the publications per year and the periodicals that most published articles using projective marketing research techniques, as Qualitative Market Research and the International Journal of Market Research, are presented. In the second, a qualitative analysis was performed, observing that half of the publications used only projective techniques while the other part combined with other data collection techniques such as interviews, focus groups, case studies and quantitative studies. The types of projective techniques more frequently employed were word association, sentence completion, Haire’s shopping list, thematic perception test, collages, drawings, scenarios, and third-person technique.Nova Southeastern University (NSU)2021-09-24T19:24:19Z2021-09-24T19:24:19Z2020-02info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfCAMPOS, A. C. et al. “Before alone or (well) accompanied”? The Use of Projective Marketing Techniques. The Qualitative Report, Fort Lauderdale, v. 25, n. 2, p. 471-486, 2020. DOI: https://doi.org/10.46743/2160-3715/2020.4181.http://repositorio.ufla.br/jspui/handle/1/48247The Qualitative Reportreponame:Repositório Institucional da UFLAinstname:Universidade Federal de Lavras (UFLA)instacron:UFLAhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessCampos, Alyce C.Nascimento, Thaísa B. P. doOliveira, Frederico H. deVilas Boas, Luiz Henrique de B.Rezende, Daniel C. deeng2021-09-24T19:24:36Zoai:localhost:1/48247Repositório InstitucionalPUBhttp://repositorio.ufla.br/oai/requestnivaldo@ufla.br || repositorio.biblioteca@ufla.bropendoar:2021-09-24T19:24:36Repositório Institucional da UFLA - Universidade Federal de Lavras (UFLA)false |
dc.title.none.fl_str_mv |
“Before alone or (well) accompanied”? The Use of Projective Marketing Techniques |
title |
“Before alone or (well) accompanied”? The Use of Projective Marketing Techniques |
spellingShingle |
“Before alone or (well) accompanied”? The Use of Projective Marketing Techniques Campos, Alyce C. Projective techniques Qualitative research Marketing Técnicas projetivas Pesquisa qualitativa |
title_short |
“Before alone or (well) accompanied”? The Use of Projective Marketing Techniques |
title_full |
“Before alone or (well) accompanied”? The Use of Projective Marketing Techniques |
title_fullStr |
“Before alone or (well) accompanied”? The Use of Projective Marketing Techniques |
title_full_unstemmed |
“Before alone or (well) accompanied”? The Use of Projective Marketing Techniques |
title_sort |
“Before alone or (well) accompanied”? The Use of Projective Marketing Techniques |
author |
Campos, Alyce C. |
author_facet |
Campos, Alyce C. Nascimento, Thaísa B. P. do Oliveira, Frederico H. de Vilas Boas, Luiz Henrique de B. Rezende, Daniel C. de |
author_role |
author |
author2 |
Nascimento, Thaísa B. P. do Oliveira, Frederico H. de Vilas Boas, Luiz Henrique de B. Rezende, Daniel C. de |
author2_role |
author author author author |
dc.contributor.author.fl_str_mv |
Campos, Alyce C. Nascimento, Thaísa B. P. do Oliveira, Frederico H. de Vilas Boas, Luiz Henrique de B. Rezende, Daniel C. de |
dc.subject.por.fl_str_mv |
Projective techniques Qualitative research Marketing Técnicas projetivas Pesquisa qualitativa |
topic |
Projective techniques Qualitative research Marketing Técnicas projetivas Pesquisa qualitativa |
description |
Projective techniques, widely used in marketing research, encourage interviewees to talk about other people so that researchers can discover deep feelings and circumvent psychological prejudices. The present study analyzes empirical publications that involve the use of projective techniques in marketing. For this, two specific objectives were defined: to analyze if the publications are using only projective techniques or are being combined with other techniques and to identify which types of projective techniques are being used. The results were divided into bibliographic analysis and semantic analysis. In the first one, the evolution of the publications per year and the periodicals that most published articles using projective marketing research techniques, as Qualitative Market Research and the International Journal of Market Research, are presented. In the second, a qualitative analysis was performed, observing that half of the publications used only projective techniques while the other part combined with other data collection techniques such as interviews, focus groups, case studies and quantitative studies. The types of projective techniques more frequently employed were word association, sentence completion, Haire’s shopping list, thematic perception test, collages, drawings, scenarios, and third-person technique. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-02 2021-09-24T19:24:19Z 2021-09-24T19:24:19Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
CAMPOS, A. C. et al. “Before alone or (well) accompanied”? The Use of Projective Marketing Techniques. The Qualitative Report, Fort Lauderdale, v. 25, n. 2, p. 471-486, 2020. DOI: https://doi.org/10.46743/2160-3715/2020.4181. http://repositorio.ufla.br/jspui/handle/1/48247 |
identifier_str_mv |
CAMPOS, A. C. et al. “Before alone or (well) accompanied”? The Use of Projective Marketing Techniques. The Qualitative Report, Fort Lauderdale, v. 25, n. 2, p. 471-486, 2020. DOI: https://doi.org/10.46743/2160-3715/2020.4181. |
url |
http://repositorio.ufla.br/jspui/handle/1/48247 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
http://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
http://creativecommons.org/licenses/by/4.0/ |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Nova Southeastern University (NSU) |
publisher.none.fl_str_mv |
Nova Southeastern University (NSU) |
dc.source.none.fl_str_mv |
The Qualitative Report reponame:Repositório Institucional da UFLA instname:Universidade Federal de Lavras (UFLA) instacron:UFLA |
instname_str |
Universidade Federal de Lavras (UFLA) |
instacron_str |
UFLA |
institution |
UFLA |
reponame_str |
Repositório Institucional da UFLA |
collection |
Repositório Institucional da UFLA |
repository.name.fl_str_mv |
Repositório Institucional da UFLA - Universidade Federal de Lavras (UFLA) |
repository.mail.fl_str_mv |
nivaldo@ufla.br || repositorio.biblioteca@ufla.br |
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1807835227013251072 |