Application of projective techniques in marketing research
Abstract
The article describes the concepts of “Projective Techniques”and “Projective Method,” giving a brief historical overview of their creation as well as their classification and application to various types of marketing research. Special attention is given to the projective technique “Fairy tale”, developed by the author, with a description of its application in political-marketing research.
References
1. Особое сердце [Электронный ресурс]. URL: http://osoboeserdce.ru/psihologijai-pedagogika/proektivnye-metodiki-v-detskoi-psihologi.html (дата обращения: 29.10.2015).
2. Петровский А.В., Ярошевский М.Г. Психологический словарь. М.: Политиздат, 1990.
3. Шляпникова И.А. Проективные методы психодиагностики. Челябинск, 2005. С. 6.
4. Белановский С.А. Метод фокус-групп. М.: Магистр, 1996. С. 8.
5. Гурджи И. Проективные методики в исследованиях рынка [Электронный ресурс]. URL: http://www.bma.ru/biblioteka-marketologa/proektivnye-metodikiv-issledovaniyax-rynka/?lang=ru (дата обращения: 29.10.2015).
6. Zaltman G., Coulter R.H. Seeing the voice of the customer: metaphor-based advertising research // Journal of Advertising Research. 1995. July-August. P. 35-51.
Review
For citations:
Marchenko A. Application of projective techniques in marketing research. RSUH/RGGU BULLETIN. Series Economics. Management. Law. 2017;(1):86-98. (In Russ.)
Views:
807
Email this article 