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| Author: | Ramsey, E. Ibbotson, P. McCole, P. |
| Title: | Application of projective techniques in an e-business research context |
| Journal: | International Journal of Market Research
2006 : VOL. 48:5, p.551-572 |
| Index terms: | market research |
| Freeterms: | e-business |
| Language: | eng |
| Abstract: | This paper is a response to Boddy's (2005) paper 'Projective techniques in market research - valueless subjectivity or instightful reality?' published in the International Journal of Market Research, vol. 47:3, which called on more evidence on projective techniques applied to a research problem. This paper introduces the quasi-quantitative mapping technique (content analysis and a modified matrix) as a way of analysing data. It is concluded that projective techniques are reliable, significant and appropriate research instruments. |
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