Projective techniques in marketing research
UPN T2 RESEARCH MARKETS AROUND.
They are based on the psychoanalytic current of psychology, whose main hypothesis explains that our impulses, desires and intentions are "hidden" in a part of the mind called the unconscious. To access this part, psychologists use these tests to explore these impulses and intentions without the candidates realizing it, precisely because the projection is done unconsciously.
As these techniques are used to explore and evaluate the psyche of people, it is essential that the person who performs them is a properly trained psychologist. Otherwise, the results could lose all its validity.
The first thing to have well defined is the type of personality that is being sought for a particular position. It is to say, what professional profile better fit and what personal characteristics should have?
Once we have that question, it is time to look for the answer. As we have already mentioned throughout the text, the person in charge of making this type of assessment must have a degree in psychology or, if this is not the case, specific training that allows the correct interpretation of the answers.
What are the projective techniques in market research?
Projective techniques in market research are indirect and unstructured research methods that have been developed by psychologists and use the projection of respondents to infer about underlined motives, impulses or intentions that cannot be ascertained through questions ...
What is the projective technique?
Projective techniques are techniques that allow us to deeply understand the mind of individuals. This, after a series of audiovisual stimuli that allow to bring out the emotions of the interviewee or a consumer, for example, on a particular topic.
What are projective tests and examples?
Projective tests are a type of test that relates to personality. The purpose is to get to know the functioning of people and, in this way, to discover their emotions or internal conflicts. Here the interviewee must respond to words, scenes and images that can become confusing.
2. técnicas proyectivas en investigación de mercados
(521401)Maestría en Mercadotecnia ; (521401)Doctorado en Mercadotecnia ; (520201)Maestría en Administración/Dirección de Negocios ; (520201)Doctorado en Administración/Dirección de NegociosCIP: 521401, 520201
Este es un curso intermedio en el área de investigación de mercados, que ayudará a los estudiantes a entender el proceso de investigación de mercados y su impacto en la toma de decisiones de marketing. Se enfoca más en el diseño e implementación de proyectos de investigación cualitativa.
Estudio y desarrollo de procesos y técnicas de recogida de información en el ámbito del marketing. Diseño de la investigación de mercados. Definición de problemas. Objetivos e hipótesis. Fuentes secundarias de datos. Observación. Técnicas proyectivas. Sesiones de grupo. Entrevistas en profundidad. Encuestas y cuestionarios.
(521401)Máster en Marketing y (521401)Doctorado en Marketing y (520201)Máster en Administración y Dirección de Empresas y (520201)Doctorado en Administración y Dirección de EmpresasCIP: 521401, 520201
Ra miro
A investigação qualitativa baséase em "estudos de caso, experiências pessoais, introspecção, histórias de vida, entrevistas, artefactos e textos e produções culturais, xunto com textos observacionais, históricos, interactivos e visuais".[4] A investigação qualitativa não insiste na mostra representativa dos seus resultados. Adquiere validez externa a través de diversas estrategias, entre ellas el trabajo de campo, la triangulación de resultados o la adopción de representativos estructurales: incluir en la muestra a miembros de los principales elementos de la estructura social en torno al fenómeno de estudio[5][6].
Cabe sinalar que ao realizar investigações com perspectiva qualitativa, non se adoita expor hipótese a priori, por tanto o investigador desenvolve supostos de orientação ao longo do estudo qualitativo para a problemática tratada; a investigação con enfoque cualitativo, ao usar a indução tenta dar resposta á questão e obxectivos do proxecto investigador[7].
Una entrevista es una conversación en la que se hacen preguntas para obtener información. El entrevistador formula preguntas al entrevistado, estableciendo una serie alternativa de preguntas y respuestas. De mayor a menor grado de complejidad, las entrevistas pueden ser estructuradas, semiestructuradas o no estructuradas, de modo que el proceso sea más o menos flexible para su participación.
Projective techniques in marketing research en línea
We work to listen to what they have to say and also to unveil what they do not say and feel about brands and products. For this reason, our projective exercises analyze non-verbal language.
It reproduces the interpersonal dynamics of a group in various situations that affect decision making, in determining the role assumed by each person and in the confrontations that may arise to discover the underlying feelings and motivations.
Through a digital platform we engage with groups of consumers who share interests and work with them over time, synchronously and diachronically to foster an open and continuous dialogue.
