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Research output: Contribution to journalArticle

90 Scopus citations


With growing interest in qualitative research beyond its popular use in focus groups, a greater appreciation of the potential of projective techniques is recommended. Examples are given to illustrate the variety of methods available, and how they may be practically applied in research projects to elicit rich information about perception of products and brands, and about characteristics of respondents.

Original languageEnglish (US)
Pages (from-to)67-81
Number of pages15
JournalPsychology & Marketing
Issue number2
StatePublished - 1985
Externally publishedYes


ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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