Unformatted text preview: ion, and so forth.
11. What is meant by the term projective, as in projective techniques?
Projective techniques are situations where the participant inserts himself or herself
into a unique stimulus situation. Protective techniques all share two features: (a) an
ambiguous stimulus is presented to each participant and (b) in reacting to the stimulus
the participant will reveal inner feelings that would or could not be revealed through
These are called “projective” techniques because a participant will project or insert
him/herself into the stimulus situation. Researchers believe that when people project
in this way, they will divulge things about themselves they might not reveal under
So projective techniques are appropriate in cases where the researcher is convinced
that the respondent will be hesitant to relate his/her true opinions. Alternatively, the
respondent may be willing, but some latent barrier is believed to exist which deters
him/her or otherwise causes an untruthful response to a direct question.
12. What is ethnographic research? Discuss how a marketing researcher could get into
an ethically sensitive situation using the technique.
Ethnographic research was borrowed from anthropology and is defined as a detailed,
descriptive study of a group and its behavior, characteristics, culture, and so on.
‘Ethno’ means people and ‘graphy’ means describe. Anthropologists have gained
insights into human behavior by living with or among their subjects, called
immersion, for prolonged periods to study their emotions, behaviors and reactions to
the demands of everyday events.
Ethnography employs several different types of research including immersion,
participant observation, and informal and ongoing in-depth interviewing.
13. What is physiological measurement? Give examples of two techniques.
Physiological measurement involves monitoring a respondent’s involuntary responses
to marketing stimuli via the use of electrodes and other equipment. Most people who
are monitored find the situation strange, and they may experience uneasiness during
the monitoring. Due to this reaction and the hardware required, this measurement
technique is rarely used in marketing research.
The two physiological measures described in the chapter are the pupilometer and the
galvanometer. BMKT 312 C6 Study Guide 4...
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- Fall '13
- Qualitative Research, researcher, C6 Study Guide