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Dreams, fairy tales, animals, and cars
Author(s) -
Levy Sidney J.
Publication year - 1985
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220020203
Subject(s) - variety (cybernetics) , psychology , projective test , perception , focus (optics) , focus group , qualitative research , social psychology , marketing , sociology , computer science , artificial intelligence , social science , psychoanalysis , business , physics , neuroscience , optics
Abstract With growing interest in qualitative research beyond its popular use in focus groups, a greater appreciation of the potential of projective techniques is recommended. Examples are given to illustrate the variety of methods available, and how they may be practically applied in research projects to elicit rich information about perception of products and brands, and about characteristics of respondents.