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Original Articles

PROJECTIVE RESEARCH: USING THE PAST TO TEACH IN THE PRESENT

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Pages 115-119 | Published online: 04 May 2018
 

Abstract

In 1950 Mason Haire used projective research techniques to examine consumer perceptions of a new product, instant coffee. This article adapts his original experiment for use as a classroom exercise, discusses the pedagogical benefits of the exercise, and demonstrates how it can facilitate discussions about marketing history, the changing nature of consumer perceptions through time, and a variety of other marketing concepts.

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