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Campo DCValorIdioma
dc.creatorCampos, Alyce Cardoso-
dc.creatorNascimento, Thaisa Barcellos Pinheiro do-
dc.creatorOliveira, Frederico Humberto de-
dc.creatorVilas Boas, Luiz Henrique de Barros-
dc.creatorRezende, Daniel Carvalho de-
dc.date.accessioned2020-08-13T17:54:08Z-
dc.date.available2020-08-13T17:54:08Z-
dc.date.issued2020-02-
dc.identifier.citationCAMPOS, A. C. et al. “Before alone or (well) accompanied”? The Use of Projective Marketing Techniques. The Qualitative Report, Davie, v. 25, n. 2, p. 471-486, 2020.pt_BR
dc.identifier.urihttp://repositorio.ufla.br/jspui/handle/1/42409-
dc.description.abstractProjective techniques, widely used in marketing research, encourage interviewees to talk about other people so that researchers can discover deep feelings and circumvent psychological prejudices. The present study analyzes empirical publications that involve the use of projective techniques in marketing. For this, two specific objectives were defined: to analyze if the publications are using only projective techniques or are being combined with other techniques and to identify which types of projective techniques are being used. The results were divided into bibliographic analysis and semantic analysis. In the first one, the evolution of the publications per year and the periodicals that most published articles using projective marketing research techniques, as Qualitative Market Research and the International Journal of Market Research, are presented. In the second, a qualitative analysis was performed, observing that half of the publications used only projective techniques while the other part combined with other data collection techniques such as interviews, focus groups, case studies and quantitative studies. The types of projective techniques more frequently employed were word association, sentence completion, Haire’s shopping list, thematic perception test, collages, drawings, scenarios, and third-person technique.pt_BR
dc.languageenpt_BR
dc.publisherNova Southeastern Universitypt_BR
dc.rightsacesso abertopt_BR
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/*
dc.sourceThe Qualitative Reportpt_BR
dc.subjectProjective techniquespt_BR
dc.subjectQualitative researchpt_BR
dc.subjectMarketingpt_BR
dc.subjectTécnicas projetivaspt_BR
dc.subjectPesquisa qualitativapt_BR
dc.subjectPesquisa de marketingpt_BR
dc.title“Before alone or (well) accompanied”? The Use of Projective Marketing Techniques.pt_BR
dc.typeArtigopt_BR
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