projective techniques

RESEARCH METHODOLOGY

Projected By

Sharon - 30

Heramb - 10

Manoj- 17

Vibitha - 38

Deetimoni - 05

Sudarshan - 35

COLLECTION OF DATA THROUGH PROJECTIVE TECHNIQUES

AGENDA

1. Meaning & Use of Projective Techniques

2. Why Projective Techniques?

3. Types of Projective Techniques

4. Application of Projective Techniques

5. 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 TECHNIQUES1. 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 Techniquesa. Individual’s 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. Word Association Test (WAT)

B. Sentence Completion Tests (SCT)

C. Story Completion Tests (SCT)

D. Verbal Projection Tests (VPT)

E. 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 TECHNIQUESA. 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 TECHNIQUESB. 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 TECHNIQUESC. 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 b’day 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 respondent’s own motivation or

urge.

PROJECTIVE TECHNIQUESE. 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 TECHNIQUESWhat do you see?

PROJECTIVE TECHNIQUESNow, What do you see?


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 TECHNIQUESc) 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 TECHNIQUESd) 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.


Purpose:

It elicits relatively constant number of responses per

respondent.

It facilitates the responses to different cards singly.

It elicits more information in case of more cards.

Usefulness:

Researcher understand the respondents personality.

PROJECTIVE TECHNIQUESe) 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 respondent’s attitudes etc.

PROJECTIVE TECHNIQUESF. 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.


G. Quizzes, tests & ExaminationsA technique of extracting information regarding

specific ability of candidates indirectly.

Both long & short questions are framed to test the

memory & analytical ability.

H. SociometryA 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.


Application:

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 TECHNIQUES4. Application of Projective Techniques

PROJECTIVE TECHNIQUES CONT….

Examples for Application of Projective Techniques


Strengthsa) 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.

Weaknessesa) 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


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 BMW’s 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.

projective techniques

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