4.protocol analysis projective technique
TRANSCRIPT
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PROTOCOL ANALYSIS
Protocol analysis involves – placing a person in a decision-making and – asking him or her to verbalize every thing he
or she considers when making a decision
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After several persons have provided the protocols, the researcher reviews them and looks for commonalities such as
• Evaluate criteria used
• Number of brands considered
• Type and sources of information utilized
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Protocol studies are useful in different purchase situations
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Projective techniques
Projective techniques involve situations in which participants are placed in (projected into) simulated activities in the hope that they will divulge things about themselves that they might not reveal under direct questioning
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Projective techniques are appropriate in situations in which researcher is convinced that respondents will be hesitant to relate their true opinions
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Five projective techniques
• Word association test
• Sentence completion test
• The picture test
• Cartoon or balloon test
• Role playing activity
Amity Business SchoolComparison of Focus Groups, Depth
Interviews, and Projective Techniques
1. Degree of Structure2. Probing of individual
respondents3. Moderator bias4. Interpretation bias5. Uncovering
subconscious information
6. Discovering innovative information
7. Obtaining sensitive information
8. Involve unusual behavior or questioning
9. Overall usefulness
Relatively highLow
Relatively mediumRelatively lowLow
High
Low
No
Highly useful
Relatively mediumHigh
Relatively high Relatively medium Medium to high
Medium
Medium
To a limited extentUseful
Relatively lowMedium
Low to highRelatively highHigh
Low
High
Yes
Somewhat useful
Focus Groups
Depth Interviews
Projective Techniques
Criteria