Projective Tests in Qualitative Marketing Research


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Which projective test is used specifically when market researchers are looking for a customer's emotions or effect related to a product or service?

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1. A market researcher asks participants in a study group to imagine that they are 80 years old living in a nursing home. The researcher then asks the participants to discuss their thoughts as the elderly client. What type of projective test is described here?

2. A major car manufacturer is preparing to revise the body and paint scheme of a particular automobile in their line. Because they intend to target individuals looking for a reasonably priced luxury car, they place various models of vehicles in front of study participants and ask them the following question: 'Based on what you see, the price of this car is _____.' What type of projective test is this?

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About This Quiz & Worksheet

Utilize the worksheet and quiz to gauge your understanding of projective tests in qualitative marketing research. Different projective tests are addressed on the quiz.

Quiz & Worksheet Goals

You'll get to check your knowledge of projective tests that involve:

  • Researchers looking for a customer's emotions related to a product
  • Market researchers seeking details about the customer service experience
  • Asking participants to assess the price of a car

Skills Practiced

  • Information recall - access the knowledge you have gained about the projective test that asks participants to imagine they are in another person's shoes
  • Reading comprehension - ensure that you draw the most important details from the lesson on projective methods and marketing research
  • Interpreting information - verify that you can read information about why market researchers would perform a projective test and interpret it correctly

Additional Learning

To learn more, access the lesson called Projective Tests in Qualitative Marketing Research. Other material you can study includes:

  • The purpose of projective tests
  • Roles of a market researcher
  • Examples of projective tests