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Lecture J

Lecture J. With Chris Vaughan-Jones. Qualitative data collection (2). ‘Now for something completely different’ – Motivation research using ‘projective techniques’. OBJECTIVES. YOU SHOULD BE ABLE TO: UNDERSTAND THE HISTORICAL AND THEORETICAL CONTEXT

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Lecture J

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  1. Lecture J With Chris Vaughan-Jones

  2. Qualitative data collection (2) ‘Now for something completely different’ – Motivation research using ‘projective techniques’

  3. OBJECTIVES YOU SHOULD BE ABLE TO: • UNDERSTAND THE HISTORICAL AND THEORETICAL CONTEXT • COMPREHEND KEY ISSUES IN THEIR DEVELOPMENT AND USE • UNDERSTAND THE NATURE AND PURPOSE OF ‘PROJECTIVE TECHNIQUES’ IN COMMERCIAL MARKET RESEARCH • CARRY OUT YOUR OWN MOTIVATION RESEARCH, WHILST CHOOSING APPROPRIATELY FROM A VARIETY OF TECHNIQUES

  4. ‘TECHNIQUES’ CONTEXT • Collecting primary data: 3 approaches • Direct questioning • Indirect questioning: psychological • Observation: human & mechanical

  5. BRIEF HISTORY • Subjectivist v. objectivist debate • Freud coins the term ‘projection’ • Early use in clinical psychology • ink blots (see examples in lecture) • TAT (Thematic Apperception test)

  6. POSSIBLE REASONS FOR USING ‘PROJECTIVE TECHNIQUES’ • Because respondent might be: • Unaware of their own needs and motives • Unwilling to admit their own needs and motives • Irrational or fearful • Too polite

  7. USING ‘PROJECTIVE TECHNIQUES’ IN A COMMERCIAL CONTEXT • Assumptions about consumers' decisions: • Have an emotional and subconscious content. • This cannot adequately/accurately be elicited via direct techniques. • This content is important to MR

  8. CHARACTERISTICS OF ‘PROJECTIVE TECHNIQUES’ • Encourage respondents to express conscious or unconscious thoughts, feelings, emotions (Emotional colour). • Use vague or ambiguous stimuli. • Direct opposite of clear, simple, unambiguous direct questioning. • Used occasionally in specific circumstances.

  9. EXAMPLES OF ‘PROJECTIVE TECHNIQUES’ • Word Association • Sentence Completion - (speech bubbles?) • ‘Third Person’ Technique – (e.g. ‘Friendly Martian’) • Animalisation (i.e. ‘Transformation’) • Picture Interpretation • Sketch your own • Stories: interpret , complete etc

  10. INTERPRETATION • Subjective? • Context driven response? • Researchers perception in interpreting? • Relevance to behaviour? • Used as ‘enabling techniques’ / adjunct to direct methods.

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