Using projective techniques to tap into consumers’ feelings, perceptions and attitudes getting an honest opinion

International Journal of Consumer Studies

Volumn 34, Issue 4, 2010, Pages 400-404

  Doherty, Susan ^a   Nelson, Roy ^b  

^a Food and Rural Enterprise (Loughry Campus)   (United Kingdom)

^b QUEEN'S UNIVERSITY BELFAST   (United Kingdom)

Author keywords

Cartoon friends; Customer loyalty; Food retail; Personification; Projective techniques; Word association

Indexed keywords

EID: 84989814695     PISSN: 14706423     EISSN: 14706431     Source Type: Journal    
DOI: 10.1111/j.1470-6431.2010.00880.x     Document Type: Article

References (11)

1. Arnold, M.J., Reynolds, K.E., Ponder, N., & Lueg, J.E., (2005) Customer delight in a retail context: investigating delightful and terrible shopping experiences. Journal of Business Research, 58, 1132-1145.
2. Catterall, M., & Ibbotson, P., (2000) Using projective techniques in education research. British Educational Research Journal, 26, 245-256.
3. Clough, P., & Nutbrown, C., (2002) A Student’s Guide to Methodology. Sage Publications Company, London.
4. Doherty, S., & Nelson, R., (2008) Customer loyalty to food retailers in Northern Ireland: ‘devoted loyals’ or ‘promiscuous switchers’? International Journal of Consumer Studies, 32, 349-355.
5. Donoghue, S., (2000) Projective techniques in consumer research. Journal of Family Ecology and Consumer Sciences, 28, 47-53.
6. Kay, D., (2001) Going beyond words: how researchers are using projective techniques to better understand people’s views of brands. Marketing Magazine, 106, 22.
7. Keaveney, S., (1995) Customer switching behaviour in service industries: an exploratory study. Journal of Marketing, 59, 71-82.
8. Linzey, G., (1959) On the classification of projective techniques. Psychological Bulletin, 56, 158-168.
9. Mostyn, B., (1985) The content analysis of qualitative research data: a dynamic approach. InThe Research Interview (ed. byM.Brenner, J.Brown & D.Cauter), pp.115-145. Academic Press, London.
10. Steinman, R.B., (2009) Projective techniques in consumer research. International Bulletin of Business Administration, 37-45.
11. Walliman, N., (2005) Your Research Project. Sage Publications, London.