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MKT-1209, Marketing Research Design

Vince Dobson

An indirect approach in qualitative research is when the purpose of the projected is kept secret from the respondents. Projective techniques consist of four categories, association tasks, completion tasks, construction tasks, and expressive tasks. The Thematic Apperception Test or TAT used by psychologists is also very common in the projective techniques. To test new ad concepts these projective techniques will give the market researcher the most detailed responses to formulate an advertisement plan. The associated task in qualitative research is when respondents are presented an object and they indicate the first thought, word or image that comes to their mind. This is an effective way to begin a focus group as respondents often enjoy this task because their opinion is being heard. Word associations are a similar idea but using words to stimulate a response and thoughts. An example of a question that could be asked for new add concepts is present the focus group with words or objects and see which ones attract the interest of the respondents and ask them why it attracted them. Another projective technique called completion tasks. This is when respondents give a sentence, story, argument or conversation and the respondent is asked to complete it. According to Steinman, “story completing allows research to examine the level of emotional attachment with a product or brand.” An example of a question could be beginning a catch fraise of a possible advertisement and see where people’s ideas stem. This could give ideas to what attracts people’s attention and what will stick in their mind. Construction tasks are most often used in marketing and consumer research. Steinman states, “Essentially, respondents are instructed to present their opinions of other peoples actions, feelings or attitudes.” This is very effective because an attitude or belief a respondent is unwilling to admit becomes one they...
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