Dreams, fairy tales, animals, and cars

Research output: Contribution to journalArticlepeer-review

91 Scopus citations

Abstract

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
Volume2
Issue number2
DOIs
StatePublished - 1985
Externally publishedYes

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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