Projective Techniques and Observation (W6)

Question 1

What do projective techniques do?

Answer 1

Tap into the subconscious

Question 2

Word association tests

Answer 2

Interviewer says a word and the respondent mentions the first thing that comes to mind

Question 3

Analogies

Answer 3

Drawing comparisons between two items in terms of similarities e.g. mobile vs. landline

Question 4

Personification

Answer 4

Drawing a comparison between a product and person

If this was a person how would you describe it?

Question 5

Sentence/ story completion

Answer 5

Respondents asked to express their feelings/ ideas/ opinions by completing a sentence in their own words
E.g. Starbucks makes me think of…

Question 6

Cartoon test

Answer 6

Respondents fill in dialogue of one or two characters in a cartoon

Question 7

Photo sorts

Answer 7

Respondent sorts photos of different types of people, identifying those who she would use the specified product

Question 8

Consumer drawings

Answer 8

Using drawings to understand motivation/ perception

Question 9

Observations

Answer 9

Recording and counting of behavioural patterns in a systematic manner

Question 10

Types of observation

Answer 10

Natural vs contrived situation
Open vs disguised
Human vs machine
Direct vs indirect

Question 11

Advantages of observation research

Answer 11

No bias
Avoids issues with willingness/ ability for respondents to answer
Quick
Accurate

Question 12

Disadvantages of observation research

Answer 12

Only behavior and psychical personal characteristics can be examined
Don’t know about motives/ attitudes/ intentions
Only public behavior is observed
Observed behavior might not be projectable into the future
Time-consuming
Costly

Question 13

Types of human observation

Answer 13

Ethnography
Mystery shoppers
One-way mirror

Question 14

Types of machine observation

Answer 14

Neuromarketing 
Galvanic skin response 
Eye tracking 
Gender and age recognition 
In store tracking 
TiVo targeting

Question 15

Structured observation

Answer 15

Clearly defines the behaviours to be observed and the technique by which they will be measured

Question 16

Unstructured observation

Answer 16

Participants are unaware of being observe, so they behave naturally

Question 17

Disguised observation

Answer 17

Participants are unaware of being observe, so they behave naturally

Question 18

Undisguised observation

Answer 18

Participants are aware of being observed

Question 19

Observation methods

Answer 19

Personal observation
Electronic observation
Trace analysis
Online observation

Question 20

Trace analysis

Answer 20

Data collection is based on physical traces, or evidence of past behaviour

Question 21

Observation situations

Answer 21

People watching people
People watching phenomena
Machines watching people
Machines watching phenomena

Question 22

Advantages of observation

Answer 22

No bias 
Willing participants 
Quick 
Accurate 
Efficient

Question 23

Disadvantages of observation

Answer 23

Only public behaviour recorded 
No motivations/ attitudes etc. 
May not be projectable into the future 
Time-consuming 
Costly