Qualitative Market Research: Volume 13 Issue 4

Projective techniques in US marketing and management research: The influence of The Achievement Motive

This paper aims to examine the use of projective techniques for published marketing and management research in the USA. The paper emphasizes the influence that McClelland…

Narratives and metaphors in service development

The aim of this is to present a new combined, projective technique, the event‐based narrative inquiry technique (EBNIT), and analyze how it adds to traditional interviewing…

Mining deeper meaning in consumer decision maps

The purpose of this paper is to gain deeper insight into the meanings that structure and impel consumer choice by overlaying findings from a metaphor elicitation study onto the…

Examining the use of nutrition labelling with photoelicitation

The purpose of this paper is to report the results of a study using photoelicitation interviews to investigate the relationship between the habitualised and unconscious aspects of…

Exploring consumers' reactions towards innovative mobile services

The purpose of this paper is to show how projective techniques – in particular cartoon tests – give useful insights when used as a tool for conducting marketing research into…

The role of information and communication technologies in using projective techniques as survey tools to meet the challenges of bounded rationality

Normal “mixed method” approaches to research – using standard quantitative surveys supported by qualitative methods such as semi‐structured interviews, often fail to measure…

I spy with my little eye: A comparison of manual versus computer‐aided analysis of data gathered by projective techniques

The paper arose from an experienced qualitative market researcher's desire to challenge her working methodologies in analysing and interpreting data for commercial clients. Faced…

About the author

The brand – beyond phenomenology

Revising the review request

Practitioner perspectives

Guest editorial