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RESEARCH METHODOLOGY

Projected By

COLLECTION OF DATA THROUGH PROJECTIVE TECHNIQUES


AGENDA
1. 2. 3. 4. 5. Meaning & Use of Projective Techniques Why Projective Techniques? Types of Projective Techniques Application of Projective Techniques Strengths & Weaknesses of Projective Techniques

Meaning of Projective Techniques

2. Use of Projective Techniques


3. Why Projective Techniques? 4. Types of Projective Techniques with Examples 5. Application of Projective Techniques

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.

Use of Projective Techniques


a. Individuals responses to the stimulus-situation based on different reactions. b. Branding & Positioning c. Segmentation d. Messaging & Creative Concept e. Qualitative & Quantitative Research Analysis

PROJECTIVE TECHNIQUES
2. Why projective Techniques?
To justify the purchase or likes/dislikes of products or

brands. For example, when asking a direct question


to focus group participants, participants will respond with an answer that they believe is reasonable in the eyes of their peers. However, the response may or

may not be true.


These techniques allow participants to project their emotions and associations with a given product or brand, which in turn shows us how those feelings form the basis for decisions on what a brand means, the quality of a product, or other aspects related to the marketing mix.

PROJECTIVE TECHNIQUES
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

PROJECTIVE TECHNIQUES
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

PROJECTIVE TECHNIQUES

CONT

E.g.: A group of tourism professionals working on


establishing a strategic marketing plan for their community, asked to come up with personality traits or "human characteristics" for the villages as well as the cities within their area: Villages: Serene, Conservative, Quaint, Friendly, Accessible, Reliable. Cities: Brash, Rushed, Liberal, Modern, Cold Most of the tourism industry representatives came from the cities and had strongly argued that the urban areas had historically been neglected in promotional campaigns. As a result of this and other exercises, they came to the realization that the rural areas were a strong feature of the overall attractiveness of the destination and needed to be featured as key elements in any marketing campaign.

PROJECTIVE TECHNIQUES
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.

PROJECTIVE TECHNIQUES
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)

D. Verbal Projection Test (VPT)


Application:

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.

PROJECTIVE TECHNIQUES
E. Pictorial Techniques (PT)
a) Thematic Apperception Test (TAT) It consists a set of pictures with ordinary day-day

events or any unusual ambiguous picture.


Application: Respondents are shown pictures & asked to represent

the pictures shown.


Purpose: It constitutes the basis for investigation to draw

inferences about their personality, structure,


Attitudes etc.

PROJECTIVE TECHNIQUES
What do you see?

PROJECTIVE TECHNIQUES
Now, What do you see?

PROJECTIVE TECHNIQUES
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

words in the empty balloon space provided in the


picture. Purpose:

Respondents attitudinal study can be made

PROJECTIVE TECHNIQUES

CONT

PROJECTIVE TECHNIQUES
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.

PROJECTIVE TECHNIQUES
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.

PROJECTIVE TECHNIQUES
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.

PROJECTIVE TECHNIQUES
e) Tomkins-Horn Picture Arrangement Test (T-HPAT)
This test is designed for group administration.

It consists of 25 plates, each containing three sketches


may be arranged in different ways to view sequence of events. Application: Respondents are asked to arrange the sketches in a sequence which considers reasonable. Purpose: The responses are interpreted as providing evidence confirming certain norms respondents attitudes etc.

PROJECTIVE TECHNIQUES
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.

PROJECTIVE TECHNIQUES
G. Quizzes, tests & Examinations
A technique of extracting information regarding specific ability of candidates indirectly.

Both long & short questions are framed to test the


memory & analytical ability.

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.

PROJECTIVE TECHNIQUES
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

PROJECTIVE TECHNIQUES
4. Application of Projective Techniques

PROJECTIVE TECHNIQUES

CONT.

Examples for Application of Projective Techniques

PROJECTIVE TECHNIQUES
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.

b) Highly subjective: differ from examiner to other.


c) Answers analyzed through specific testing technique. d) Costly Method of Research

PROJECTIVE TECHNIQUES
Conclusion
You just bought a new car - BMW. As you pull into the office in your new wheels, a co-worker takes notice and

asks why you chose a BMW. How would you respond?


While you talk about BMWs high level of performance, reliability and level of service the rational reasons behind your choice you may also be thinking about the prestige and status you feel as a BMW owner the underlying emotional attachments you have associated with the BMW brand. In summary, when overcoming the challenges of conducting marketing research in crowded, heterogeneous market.

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