“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/1/42409 |
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 Techniques.Projective techniquesQualitative researchMarketingTécnicas projetivasPesquisa qualitativaPesquisa de marketingProjective 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 University2020-08-13T17:54:08Z2020-08-13T17:54:08Z2020-02info: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, Davie, v. 25, n. 2, p. 471-486, 2020.http://repositorio.ufla.br/jspui/handle/1/42409The Qualitative Reportreponame:Repositório Institucional da UFLAinstname:Universidade Federal de Lavras (UFLA)instacron:UFLAhttp://creativecommons.org/licenses/by-nc-sa/4.0/info:eu-repo/semantics/openAccessCampos, Alyce CardosoNascimento, Thaisa Barcellos Pinheiro doOliveira, Frederico Humberto deVilas Boas, Luiz Henrique de BarrosRezende, Daniel Carvalho deeng2020-08-13T17:54:25Zoai:localhost:1/42409Repositório InstitucionalPUBhttp://repositorio.ufla.br/oai/requestnivaldo@ufla.br || repositorio.biblioteca@ufla.bropendoar:2020-08-13T17:54:25Repositório 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 Cardoso Projective techniques Qualitative research Marketing Técnicas projetivas Pesquisa qualitativa Pesquisa de marketing |
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 Cardoso |
author_facet |
Campos, Alyce Cardoso Nascimento, Thaisa Barcellos Pinheiro do Oliveira, Frederico Humberto de Vilas Boas, Luiz Henrique de Barros Rezende, Daniel Carvalho de |
author_role |
author |
author2 |
Nascimento, Thaisa Barcellos Pinheiro do Oliveira, Frederico Humberto de Vilas Boas, Luiz Henrique de Barros Rezende, Daniel Carvalho de |
author2_role |
author author author author |
dc.contributor.author.fl_str_mv |
Campos, Alyce Cardoso Nascimento, Thaisa Barcellos Pinheiro do Oliveira, Frederico Humberto de Vilas Boas, Luiz Henrique de Barros Rezende, Daniel Carvalho de |
dc.subject.por.fl_str_mv |
Projective techniques Qualitative research Marketing Técnicas projetivas Pesquisa qualitativa Pesquisa de marketing |
topic |
Projective techniques Qualitative research Marketing Técnicas projetivas Pesquisa qualitativa Pesquisa de marketing |
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 |
2020-08-13T17:54:08Z 2020-08-13T17:54:08Z 2020-02 |
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, Davie, v. 25, n. 2, p. 471-486, 2020. http://repositorio.ufla.br/jspui/handle/1/42409 |
identifier_str_mv |
CAMPOS, A. C. et al. “Before alone or (well) accompanied”? The Use of Projective Marketing Techniques. The Qualitative Report, Davie, v. 25, n. 2, p. 471-486, 2020. |
url |
http://repositorio.ufla.br/jspui/handle/1/42409 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
http://creativecommons.org/licenses/by-nc-sa/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
http://creativecommons.org/licenses/by-nc-sa/4.0/ |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Nova Southeastern University |
publisher.none.fl_str_mv |
Nova Southeastern University |
dc.source.none.fl_str_mv |
The Qualitative Report reponame:Repositório Institucional da UFLA instname:Universidade Federal de Lavras (UFLA) instacron:UFLA |
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Universidade Federal de Lavras (UFLA) |
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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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1784549975376527360 |