Projective techniques in market research: valueless subjectivity or insightful reality? A look at the evidence for the usefulness, reliability and validity of projective techniques in market research.

Projective techniques are often used in market research to help uncover findings in areas where those researched are thought to be reluctant or unable to expose their thoughts and feelings via more straightforward questioning techniques.
  

Projective Techniques In Market Research: Valueless Subjectivity Or Insightful Reality?

A look at the evidence for the usefulness, reliability and validity of projective techniques in market research

Clive BoddyMiddlesex University Business...