search query: @indexterm market research / total: 2057
reference: 43 / 2057
| Author: | Boddy, C. |
| Title: | Projective techniques in market research: valueless subjectivity or insightful reality? A look at the evidence for the usefulness, reliability and validity of projective techniques in market research |
| Journal: | International Journal of Market Research
2005 : VOL. 47:3, p. 239-254 |
| Index terms: | market research |
| Freeterms: | projective techniques |
| Language: | eng |
| Abstract: | Projective techniques are often used in market research to help uncover findings in areas where those researched are thought to be reluctant or unable to expose their thoughts and feelings via more staightforward questioning techniques. However, how the findings from projective techniques are analysed and how valid and reliable they are is hardly touched on at all in the market research. This article aims at opening this subject up for further discussion and recommends further research into the reliability and validity of projective techniques. |
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