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Abstract

Projective techniques, widely used in marketing research, encourage interviewees to talk about other people so that researchers can discover deep feelings and circumvent psychological prejudices. The present study analyzes empirical publications that involve the use of projective techniques in marketing. For this, two specific objectives were defined: to analyze if the publications are using only projective techniques or are being combined with other techniques and to identify which types of projective techniques are being used. The results were divided into bibliographic analysis and semantic analysis. In the first one, the evolution of the publications per year and the periodicals that most published articles using projective marketing research techniques, as Qualitative Market Research and the International Journal of Market Research, are presented. In the second, a qualitative analysis was performed, observing that half of the publications used only projective techniques while the other part combined with other data collection techniques such as interviews, focus groups, case studies and quantitative studies. The types of projective techniques more frequently employed were word association, sentence completion, Haire’s shopping list, thematic perception test, collages, drawings, scenarios, and third-person technique.

Keywords

Projective Techniques, Qualitative Research, Marketing.

Author Bio(s)

Alyce Cardoso Campos is a Master student in Business Administration at the Federal University of Lavras (UFLA), Brazil, where she researches strategic management, marketing and innovation. She is currently focusing on marketing and consumer behavior. Correspondence regarding this article can be addressed directly to: alycecardosoc@yahoo.com.br.

Thaísa Barcellos Pinheiro do Nascimento is a Master student in Business Administration at the Federal University of Lavras (UFLA), Brazil, where she researches strategic management, marketing and innovation. She is currently focusing on innovation. Correspondence regarding this article can also be addressed directly to: thaisapinheiro35@gmail.com.

Frederico Humberto de Oliveira is a Master student in Business Administration at the Federal University of Lavras (UFLA), Brazil, where he researches Strategic Management, Marketing and Innovation. He is currently focusing on marketing and consumer behavior. Correspondence regarding this article can also be addressed directly to: fredhumberto@outlook.com.

Luiz Henrique de Barros Vilas Boas is an Associate Professor in the Department of Administration and Economics at Federal University of Lavras, where he works in the Graduate Program in Administration (PPGA/UFLA). He has experience in administration, focusing on marketing, acting on the following subjects: management, marketing, marketing strategy, consumer behavior and personal values, market, culture and consumption. Correspondence regarding this article can also be addressed directly to: luiz.vilasboas@ufla.br.

Daniel Carvalho de Rezende is an Associate Professor in the Department of Administration and Economics at Federal University of Lavras, where he is the Coordinator of the Graduate Program in Administration (PPGA/UFLA). His currently research involves the following topics: cultural consumption and identity, market making and alternative food markets. Correspondence regarding this article can also be addressed directly to: rezendedc@gmail.com.

Publication Date

2-23-2020

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.

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