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Projective Techniques FGI
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Transcript of Projective Techniques FGI
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Projective
Techniques:
Belief is tobelieve in
something
that is intangibleand invisible.
(Napoleon
Bonaparte)
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Projective Techniques (PT)
Clinical psychology
Consumer, marketing, advertising research
Generally known as motivation research
Cf. Motivation is the activation or energization of
goal-oriented behavior.
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Theoretical Foundations of PT
What is projection?
A defense mechanism with which the ego
protects itself from anxiety by externalizing
unpleasant feelings or experiential element
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Theoretical Foundations of PT
What is projective techniques?
The use of vague, ambiguous, unstructured
stimulus objects or situations in which the
subject projects his or her personality,
attitude, opinions and self-concept to give
the situation some structure
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Practical Approach of PT
A way of transcending communication barriers
Design and structure of projective techniques
Types of projective techniques Analysis and interpretation of data
Advantages and disadvantages of projective
techniques
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A way of transcending
communication barriers
Not always share their innermost feelings
Unaware of their underlying motives,
aspirations, values and attitudes
Fear being considered irrational or stupid
Reluctant to admit to certain types of behavior
Tend to offer answers that are socially
acceptable and stereotypical in an interview
situation
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Instead of questioning them directly,
In talking about a third party or an object,
the subjects project their covert feelings to
the third party or object
Low literate consumers
Children, adolescents
Impulsive/compulsive/addictive buyers
People in the face of catastrophe: Hurricane Katrina,
Haiti earthquake, Iraq war
Gay and lesbian consumers
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Design and Structure of PT
The more ambiguous a stimulus, the more the
subjects will project their emotions, motives,
attitudes and values
1. Structured stimuli: Answer T or F
2. Ambiguous stimuli (with little structure)
3. Semi-ambiguous pictures and sentencecompletion techniques
The Thematic Apperception Test (TAT)
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Thematic Apperception Test (TAT)
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http://www.youtube.com/watch?v=5-IO3eQ-0sI
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Types of PT
Categorized in terms of the response types
required of subjects
1. Association
2. Construction
3. Completion
4. Expressive5. Choice Ordering
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Association
RULE
The subjects are presented with a stimulus
and they respond by indicating the first
word, image or thought elicited by the
stimulus.
Objective
Consumer vocabulary
Brand personification
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Brand Personality
Symbolic meaning brands acquire
The set of human characteristics associated
with a brand (Aaker 1997)
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Brand Personality
Hi! I am
Mr. IBMI am
Mr. Apple
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Apparel
Polo Ralph Lauren:J.Crew:
LACOSTE:
Tommy Hilfiger:North Face:
Banana Republic:
Guess:Timberland:
Diesel:
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reliable, successful, confident, popular, well-made,stable, leading, efficient, satisfying, secure, real,clean, stylish, comfortable, fun, handy, different,
new, innovative, trendy, up-to-date, imaginative,contemporary, unique, informative, versatile, fast,funny, warm, easy, bubbly, smooth, family-oriented,sentimental, playful, cheerful, simple, honest,
corporate, friendly, sincere, western, free, technical,outdoorsy, delicate, professional, down-to-earth,health, active, neat, cool, wholesome, spirited,elegant, glamorous, upper-class, charming,
feminine, formal, though, rugged, masculine, hard-working, old, traditional, typical, small town,original, strict, intelligent, busy, daring, heavy, big,young, good-looking, independent, expensive,
exciting
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reliable, successful, confident, popular, well-made,stable, leading, efficient, satisfying, secure, real,clean, stylish, comfortable, fun, handy, different,
new, innovative, trendy, up-to-date, imaginative,contemporary, unique, informative, versatile, fast,funny, warm, easy, bubbly, smooth, family-oriented,sentimental, playful, cheerful, simple, honest,
corporate, friendly, sincere, western, free, technical,outdoorsy, delicate, professional, down-to-earth,health, active, neat, cool, wholesome, spirited,elegant, glamorous, upper-class, charming,
feminine, formal, though, rugged, masculine, hard-working, old, traditional, typical, small town,original, strict, intelligent, busy, daring, heavy, big,young, good-looking, independent, expensive,
exciting
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5 Dimensions of Brand Personality
Sincerity: Honest, Down-to-earth, Wholesome,
Cheerful
Excitement: Daring, Spirited, Imaginative, Up-
to-date
Competence: Reliable, Intelligent, Successful
Sophistication: Upper-class, Charming
Ruggedness: Outdoorsy, Tough
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Construction
RULE
The subject is asked to construct a story or
a picture from a stimulus concept.
Objective
Build a story around each picture, what led
to it and what may happen in future
Present opinions of other peoples actions,
feelings or attitudes
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Completion
RULE
The subject is given an incomplete
sentence, story, argument or conversation,
and asked to finish it.
Objective
Brand mapping (Gordon and Langmaid,
1988)
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Expressive
RULE
A subject is asked to role-play, act, draw or
paint a specific concept or situation.
Objective
Focus on the manner in which the subject
constructs something, rather than on what it
represents
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Choice Ordering
RULE
The subjects have to explain why certain
things are most important or least
important, or to "rank" or order or
categorize certain factors associated with
a product, brand or service
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Analysis and Interpretation of Data
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Quantitative Approach
1. The content of verbal or pictorialdescriptions or sorted information isanalyzed by classifying the content into
categories that are then given numericalvalues.
2. Specific components of the test protocol arethus tabulated and used systematically to
evaluate either a subject's responses or theempirical validity of generalizations aboutgroups.
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Qualitative Approach
1. There are no systems of scoring ortabulation.
2. The description and explanation of the
projections by the subjects form the databasewhich then requires ordering andinterpretation.
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The Desirable Qualities of Moderator
Warm, genuine, and sensitive Set a tone (reassuring & supportive)
Emotional frame of reference
Foster a free-flowing discussion while beingready to probe or question deeper
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Conducting Successful Interviews:
Tips for Interview/FGI
Studying Background Information
Analyzing Interviews
Creating and Revising Protocols
Practicing Self-Reflexive Interviewing
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Studying Background Information
Gathering and analyzing information aboutinterview topics and subjects
Ideas for questions
Understanding the cultural contexts inwhich the respondents live
The comfort level for the researcher
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Analyzing Interviews
Journalists excel in eliciting information not
only about what an individual does or thinks
about but also about the how and why of
behavior (Dwyer, 1996)
The conversational act between two (or
more) people
Different questions and frameworks
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Creating and Revising Protocols
Protocol questions are a guide to the journeywe want our respondents to take.
Six questions: who, what, when, where,
why, and how Should be revisited and revised
Memorize the protocols progression
Structure the flow of questions toward thelarger research questions of the study
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Practicing Self-Reflexive Interviewing
Perform five activities, in varying degrees, atall times of the interview
1. Listen to what the person is saying as wellas observe how he is saying it
2. Compare what the person says to what we
know from previous interviews and/orbackground studies
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Talk 20% & Listen 80%
More than ones ears
Eye contact, body language, and active
mental consideration of both the content
(words) and context (emotions) of what is
being said, and not being said
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Real-time Internet communication capabilities Instant messaging
The use of a competent online conferencing
software Moderator having a certain degree of control
over the groups online responses andcontrolling the interview proceedings