Projective and enabling techniques explored

Projective and enabling techniques explored Explores the rationale for, and value of, using projective and enabling techniques in qualitative market research and in particular their application to researching “sensitive” issues. Defines these techniques and illustrates their usage through a case study of research conducted by the Centre for Social Marketing, University of Strathclyde. Concludes with a discussion focusing on the relevance, suitability and level of applicability of projective and enabling techniques to market research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Projective and enabling techniques explored

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Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
D.O.I.
10.1108/02634509610131144
Publisher site
See Article on Publisher Site

Abstract

Explores the rationale for, and value of, using projective and enabling techniques in qualitative market research and in particular their application to researching “sensitive” issues. Defines these techniques and illustrates their usage through a case study of research conducted by the Centre for Social Marketing, University of Strathclyde. Concludes with a discussion focusing on the relevance, suitability and level of applicability of projective and enabling techniques to market research.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Nov 1, 1996

Keywords: Market research; Qualitative techniques

References

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