Qualitative marketing research. Projective Techniques with Picture drawing

      Аннотация: Qualitative research aims to understand why people do something. Projective techniques are derived from clinical psychology, and many remain rooted in this discipline. People don’t tend to have a firm understanding of their behaviors, and may not be consciously aware of the reasons behind them. Projective techniques are methods that can be used by skilled researchers to tap into participants’ deep motivations and attitudes.

Ключевые слова: Qualitative marketing research, projective techniques, thematic analysis, Social networks sites