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V. Research

The Fallacy of Projective Techniques

William A. Yoell
Pages 33-36 | Published online: 28 May 2013

Citations (13)

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Read on this site (2)

Lawrence Soley. (2006) Measuring Responses to Commercials: A Projective-elicitation Approach. Journal of Current Issues & Research in Advertising 28:2, pages 55-64.
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Miriam Catterall & Patrick Ibbotson. (2000) Using Projective Techniques in Education Research. British Educational Research Journal 26:2, pages 245-256.
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Articles from other publishers (11)

Suraksha Gupta. (2020) Motivating resellers of the international brand in competitive markets. Qualitative Market Research: An International Journal 23:4, pages 663-677.
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Bang Nguyen, T C Melewar & Don E. SchultzBang Nguyen, T C Melewar & Don E. Schultz. 2017. Asia Branding. Asia Branding 177 198 .
Christopher Pich, Guja Armannsdottir & Dianne Dean. (2015) The Elicitation Capabilities of Qualitative Projective Techniques in Political Brand Image Research. International Journal of Market Research 57:3, pages 357-394.
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Mark Avis, Sarah Forbes & Shelagh Ferguson. (2013) The brand personality of rocks. Marketing Theory 14:4, pages 451-475.
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Nisachon Tantiseneepong, Matthew Gorton & John White. (2012) Evaluating responses to celebrity endorsements using projective techniques. Qualitative Market Research: An International Journal 15:1, pages 57-69.
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Saba ColakogluJon Littlefield. (2010) Teaching Organizational Culture Using a Projective Technique: Collage Construction. Journal of Management Education 35:4, pages 564-585.
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Lorraine Davidson & Heather Skinner. (2010) I spy with my little eye. Qualitative Market Research: An International Journal 13:4, pages 441-459.
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Derek Bond & Elaine Ramsey. (2010) The role of information and communication technologies in using projective techniques as survey tools to meet the challenges of bounded rationality. Qualitative Market Research: An International Journal 13:4, pages 430-440.
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Simone Pettigrew & Stephen Charters. (2008) Tasting as a projective technique. Qualitative Market Research: An International Journal 11:3, pages 331-343.
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Clive Boddy. (2018) Projective Techniques in Market Research: Valueless Subjectivity or Insightful Reality? A Look at the Evidence for the Usefulness, Reliability and Validity of Projective Techniques in Market Research. International Journal of Market Research 47:3, pages 239-254.
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Elaine Ramsey, Patrick Ibbotson, Jim Bell & Brendan Gray. (2004) A projectives perspective of international “e”‐services. Qualitative Market Research: An International Journal 7:1, pages 34-47.
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