Projective Techniques -1

To understand Projective Techniques we need to understand what is projective test. A projective test, in psychology, is a personality test designed to let a person respond to ambiguous stimuli, presumably revealing hidden emotions and internal conflicts. This is different from an "objective test" in which responses are analyzed according to a universal standard (for example, a multiple choice exam). The responses to projective tests are content analyzed for meaning rather than being based on presuppositions about meaning, as is the case with objective tests.

Projective tests have their origins in psychoanalytic psychology, which argues that humans have conscious and unconscious attitudes and motivations. Unconscious attitudes and motivations form very early in life and are stored visually rather than verbally, and therefore cannot be verbally retrieved using objective tests. Unconscious attitudes and motivations can also be kept from consciousness by defense mechanisms, such as repression and projection. Conscious attitudes and motivations are formed after language skills have developed and are therefore easily articulated.

The general theoretical position behind projective tests is that whenever you ask a "question," the response that you get will be consciously-formulated and socially determined. These responses do not reflect the respondent's unconscious or implicit attitudes or motivations. The respondent's deep-seated motivations may not be consciously recognized by the respondent or the respondent may not be able to verbally express them in the form demanded by the questioner. Advocates of projective tests stress that the ambiguity of the stimuli presented within the tests allow subjects to express thoughts that originate on a deeper level than tapped by explicit questions.

ref: wikipedia

Focus Group

We are talking Qualitative Marketing Research techniques. We are talking here different types of qualitative research. We talked about Depth Interview in our last post. Today we are going to talk about Focus Groups.

A focus group is a form of qualitative research in which a group of people is asked about their attitude towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.Ernest Dichter originated the idea of having a "group therapy" for products and this process is what became known as a focus group.

• an interactive group discussion lead by a moderator
• unstructured (or loosely structured) discussion where the moderator encourages the free flow of ideas
• usually 8 to 12 members in the group who fit the profile of the target group or consumer
• usually last for 1 to 2 hours
• usually recorded on video
• the room usually has a large window with one-way glass - participants cannot see out, but the researchers can see in
• inexpensive and fast
• can use computer and internet technology for on-line focus groups
• respondents feel a group pressure to conform
• group dynamics is useful in developing new streams of thought and covering an issue thoroughly

Focus Group can have above mention characteristics. We will talk about Projective Techniques in our next post.

ref: wikipedia , agents website design , insurance software