Advantages and limitations of projective techniques and other qualitative research approaches in qualitative research

Ing. Ermela Likaj, M.Sc.

Master's thesis

Abstract:

The advantages and limitations of the projective techniques and other qualitative research approaches in qualitative research are covered in this thesis. Projective techniques as a qualitative approach, involves the use of stimuli that allow participants to project their subjective or deep-seated beliefs onto other people or objects. Nevertheless, projective techniques are often the object of criticism. The major issues to effectively employ projective techniques are that subject’s responses have little meaning without researcher’s proficiency in decoding the data, as well as trained in these techniques, along with inter-rater reliability between researchers. The aim of this study is to witness the accuracy of these limitations. Qualitative approaches along with projective techniques were conducted toward sixteen (16) respondents. It was concluded that, to interpret the data form projective techniques it is needed general knowledge, rather than to be a proficient of data decoding. Additionally, it was asserted that there is no significant divergence on decoding the data between two or more interpreters.

Keywords

Marketing Research, Qualitative Research, Projective Techniques, Marketing Researcher, Respondent, Moderator

Language used: English

Date on which the thesis was submitted / produced: 28. 4. 2017

Thesis defence

• Date of defence: 23. 6. 2017
• Supervisor: M.A. Ondřej Kotouč
• Reader: Mgr. Jitka Cirklová, M.A.

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication