Professional Documents
Culture Documents
Projected By
PROJECTIVE TECHNIQUES
1. Meaning
a. Projective Techniques (Indirect Interviewing Techniques) useful for collection of data. b. Here respondents infer themselves on basis of urge, need, motives etc. c. Respondents supplies information unconsciously to project his own attitudes or feelings on the subject.
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2. Why projective Techniques?
To justify the purchase or likes/dislikes of products or
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3. Types of Projective Techniques
A. B. C. D. E. Word Association Test (WAT) Sentence Completion Tests (SCT) Story Completion Tests (SCT) Verbal Projection Tests (VPT) Pictorial Techniques (PT) a) Thematic Appreciation Test (TAT) b) Rosenzweig Test (RT) c) Rorschach Inkblot Test (RT) d) Holtzman Inkblot Test (HIT) e) Tomkins-Horn Picture Arrangement Test (T-HPAT) F. Play Techniques (PT) G. Quizzes, Tests & Examinations H. Sociometry
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A. Word Association Test (WAT)
Application: Respondent is asked to mention the first word that comes to mind without thinking as the interviewer reads out from the list. E.g.: When you think of your mobile service provider, what is the first thing that comes to mind? E.g.: Red: colour, blood, heart, rose etc. Purpose: To find out the quality of the associated brand of a Product.
Results: Quick & easy to use, yields reliable results when applied to words possessing one type of meaning.
Frequently used in Advertising Research
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CONT
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B. Sentence Completion Test (SCT)
Application: Informant may be asked to complete a sentence (such as: Persons who wear khadi are...) or any songs E.g.: Song: O Meri Jaan :-Movie: .. E.g.: "A beach vacation is" Purpose: To find the association with a certain characteristic Result: Reflects the attitude of the subject in view of the whole population. Helps in developing ideas but leads to analytical problems when response is multidimensional.
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C. Story Completion Test (SCT)
Application:
Here, Informants are asked to complete the stories instead of sentences or supply a conclusion to it. E.g. An outdated mobile, the first precious gift by her parents on her bday at 15 yrs. Now she has better than the previous one. What she should be doing with that phone? (Write a conclusion to the story)
Respondents are asked to comment on or explain general activities what one do. Example: Why do people smoke? Answers may reveal respondents own motivation or urge.
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E. Pictorial Techniques (PT)
a) Thematic Apperception Test (TAT) It consists a set of pictures with ordinary day-day
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What do you see?
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Now, What do you see?
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b) Rosenzweig Test (RT) A cartoon format of words to be inserted inside the Picture. Application: We have series of cartoons with words inserted in balloons. Respondent is required to put his own
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CONT
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c) Rorschach Inkblot Test (RIT)
This test consist of ten cards having prints of inkblots. The designs seems to be symmetrical but meaningless.
Application: Respondents are asked to describe what the figure percieves to them.
Purpose: Responses are interpreted on some pre-determined psychological framework. This test is frequently used but the problem of validity remains the same.
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d) Holtzman Inkblot Test (HIT) This test consists of 45 inkblot cards based on color, movement, shading & other factors in inkblot perception. Application: Only one response per card is obtained from the respondent & the responses/ perceives are identified at three levels of appropriateness. Form Responses are for knowing the accuracy (F) or inaccuracy (F-). Shading color for ascertaining his emotional needs. Movement responses for dynamic aspects of his life.
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Purpose: respondent.
CONT
It elicits relatively constant number of responses per It facilitates the responses to different cards singly. It elicits more information in case of more cards. Usefulness: Researcher understand the respondents personality.
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e) Tomkins-Horn Picture Arrangement Test (T-HPAT)
This test is designed for group administration.
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F. Play Techniques (PT)
Also known as doll-play test. Subjects are asked to act or improvise a given situation, with assigning different roles. Application: Dolls representing different racial group are given to children to play freely. Purpose: The manner in which children would organize dolls, would indicate their attitude towards the class of persons represented by dolls. Used in study of Sociology. The choice of color, form, words, the sense of orderliness provide to infer deep-seated feelings.
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G. Quizzes, tests & Examinations
A technique of extracting information regarding specific ability of candidates indirectly.
H. Sociometry
A technique for describing the social relationships among individuals in a group. In an indirect way, sociometry attempts to describe attractions or repulsions between individuals by asking them to indicate whom they would choose or reject in various situations. A study of underlying motives of respondents.
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Application:
CONT
An attempt is made to trace the flow of information amongst group, then examine the ways in which new ideas are diffused. Purpose: Socio grams are constructed to identify leaders & followers. This method is mainly for the diffusion of ideas of drugs among medical practitioners
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4. Application of Projective Techniques
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CONT.
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Strengths
a) Helps in learning qualitative info about the client. b) Discuss issues, examine thoughts & emotions. c) Helps to analyze the customers demand for the new product, brand & features of usefulness.
Weaknesses
a) Lacks Validity & Reliability Validity refers to the support for measuring the test & Reliability refers to the consistency of the test result.
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Conclusion
You just bought a new car - BMW. As you pull into the office in your new wheels, a co-worker takes notice and