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Projective and enabling techniques explored

Valerie Will (Lecturer, University of Paisley, Paisley, UK)
Douglas Eadie (Research Lecturer, University of Strathclyde, Glasgow, UK)
Susan MacAskill (Research Fellow, University of Glasgow, Glasgow, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 November 1996

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Abstract

Explores the rationale for, and value of, using projective and enabling techniques in qualitative market research and in particular their application to researching “sensitive” issues. Defines these techniques and illustrates their usage through a case study of research conducted by the Centre for Social Marketing, University of Strathclyde. Concludes with a discussion focusing on the relevance, suitability and level of applicability of projective and enabling techniques to market research.

Keywords

Citation

Will, V., Eadie, D. and MacAskill, S. (1996), "Projective and enabling techniques explored", Marketing Intelligence & Planning, Vol. 14 No. 6, pp. 38-43. https://doi.org/10.1108/02634509610131144

Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited