Projective and enabling techniques explored

Marketing Intelligence & Planning

Volumn 14, Issue 6, 1996, Pages 38-43

  Will, Valerie ^a   Eadie, Douglas ^b   Macaskill, Susan ^c  

^a UNIVERSITY OF THE WEST OF SCOTLAND   (United Kingdom)

^b UNIVERSITY OF STRATHCLYDE   (United Kingdom)

^c UNIVERSITY OF GLASGOW   (United Kingdom)

Author keywords

Market research; Qualitative techniques

Indexed keywords

EID: 84986166197     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634509610131144     Document Type: Review

References (10)

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2. Day, E. (1989), “Share of heart: what is it and how can it be measured?”, Journal of Consumer Marketing, Winter.
3. Dichter, E. (1960), The Strategy of Desire, T.V. Boardman and Company Ltd, London.
4. Gordon, W. and Langmaid, R. (1988), Qualitative Market Research, Gower, Aldershot.
5. Haire, M. (1950), “Projective techniques in marketing research”, Journal of Marketing, April.
6. Kent, R. (1993), Marketing Research in Action, Routledge, London.
7. Kinnear, T.C. and Taylor, J.R. (1991), Marketing Research: An Applied Approach, McGraw-Hill, London.
8. Oppenheim, A.N. (1992), Questionnaire Design, Interviewing and Attitude Measurement, Pinter, London.
9. Tull, D.S. and Hawkins, D.I. (1993), Marketing Research Measurement and Method, Macmillan, London.
10. Zikmund, W.G. (1982), Exploring Marketing Research, The Dryden Press, Hinsdale, IL.