Projective and enabling techniques explored

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.

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