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Full-Text Articles in Business
“Before Alone Or (Well) Accompanied”? The Use Of Projective Marketing Techniques, Alyce C. Campos, Thaísa B. P. Do Nascimento, Frederico H. De Oliveira, Luiz Henrique De B. Vilas Boas, Daniel C. De Rezende
“Before Alone Or (Well) Accompanied”? The Use Of Projective Marketing Techniques, Alyce C. Campos, Thaísa B. P. Do Nascimento, Frederico H. De Oliveira, Luiz Henrique De B. Vilas Boas, Daniel C. De Rezende
The Qualitative Report
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 …
Improving Data Quality And Avoiding Pitfalls Of Online Text-Based Focus Groups: A Practical Guide, Lilla Vicsek
Improving Data Quality And Avoiding Pitfalls Of Online Text-Based Focus Groups: A Practical Guide, Lilla Vicsek
The Qualitative Report
Despite the fact that there are several practical advantages of online typed focus groups, this type of group questioning has not spread as widely as had been expected when it appeared as a new research option. One of the reasons for that might be that a major risk of these text-based focus groups is inadequate data quality. Unless certain measures are taken to prevent this, an analysis can face the problem of not being rich enough and not digging deep enough – which are often important criteria for good qualitative analysis. This article discusses how to deal with the problem …