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- Title
PROJECTIVE TECHNIQUES IN MARKETING RESEARCH.
- Authors
Haire, Mason
- Abstract
The article focuses on projective techniques in marketing research. A discussion is presented about the formation of survey questions and ways questions might be interpreted by consumers when they are asked. The author presents an example survey of consumer attitudes towards Nescafe instant coffee and profiles of target consumers for coffee products. The article concludes that unconscious motives for purchasing particular products exist and the it is possible to identify these motives and approach them indirectly in order to receive more accurate research.
- Subjects
MARKETING research; PROJECTIVE techniques; CONSUMER preferences; CONSUMER attitudes; MARKETING management; MARKETING strategy; CONSUMER behavior; CONSUMER profiling; NESTLE SA; COFFEE; RESEARCH; SURVEYS; MARKETING
- Publication
Journal of Marketing, 1950, Vol 14, Issue 5, p649
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1246942