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.
Marketing Intelligence & Planning – Emerald Publishing
Published: Nov 1, 1996
Keywords: Market research; Qualitative techniques
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