Application of projective techniques in an e-business research context: a response to ‘Projective techniques in market research - valueless subjectivity or insightful reality?’

Elaine Ramsey, Patrick Ibbotson and Patrick McCole

This paper is a response to Boddy's (2005) paper, published in the International Journal of Market Research, 47, 3, which called for more evidence on projective techniques applied to a research problem.
  

Application of projective techniques in an e-business research context -a response to 'Projective techniques in market research – valueless subjectivity or insightful reality?'

Elaine RamseyUniversity of Ulster, Coleraine, Northern Ireland

Patrick IbbotsonUniversity of Ulster, Coleraine, Northern Ireland

Patrick McColeQueen's University, Belfast, Northern Ireland

INTRODUCTION

The historical legitimacy of the application of projective techniques across diverse disciplines is well documented (e.g. clinical/psychological, marketing/consumer, educational research). However, practitioners may be nervous of basing decisions on them (Nancarrow et al.1996), perhaps because of ignorance of their unique elicitation capabilities and/or because of interpretation difficulties...

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