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...