In a short essay, list and discuss the four classifications of projective techniques used in marketing research

Question

What will be an ideal response?

Answer 1

a. In association techniques, the individual is presented with a list of words or images and asked to respond with the first thing that comes to mind. Word association is the best known of these techniques. In word association, respondents are presented with a list of words, one at a time, and asked to respond to each with the first word that comes to mind. The words of interest are interspersed throughout the list that also contains some neutral words to disguise the purpose of the study.
b. Completion techniques are a natural extension of association techniques, generating more detail about the individual's underlying feelings and beliefs. The respondent is asked to complete a sentence, a paragraph, or a story. In sentence completion, respondents are given incomplete sentences and asked to complete them. Generally, they are asked to use the first word or phrase that comes to mind. In story completion, respondents are given part of a story, enough to direct attention to a particular topic but not enough to hint at the ending. They are required to give the conclusion in their own words.
c. Construction techniques follow the same logic as other projective techniques, requiring the respondent to construct a response to a picture or cartoon. These techniques provide even less initial structure than verbally oriented association or completion techniques. In picture response techniques, persons or objects are depicted in pictures, and respondents are asked to write a descriptive story, dialog, or description. In cartoon tests, highly stylized stick characters are used to eliminate references to clothing, facial expressions, and even gender. The respondents are asked to complete the conversation they would attribute to the cartoon characters.
d. In expressive techniques, respondents are presented with a verbal or visual situation and asked to relate, not their own feelings or attitudes, but those of others. The two main expressive techniques are role playing and the third-person technique. In role playing, respondents are asked to play the role or assume the behavior of someone else. The researcher assumes that the respondent will project his or her own feelings into the role. In the third-person technique, the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person rather than directly expressing personal beliefs and attitudes.