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- 1. Subject Code: 210 Subject Name: QUALITATIVE RESEARCH METHODS Semester: II Chapter No: IV Title: Projective Techniques: Specialization: GENERAL Course : MBA As per Savitribai Phule Pune University Revised Syllabus (2019) DR. PRACHI AJIT PHD, MMS, PGDBM, B.COM
- 2. Projective Techniques: • Principle of projection, • applications, • association, • construction, • expression based techniques, • design and interpretation, • Zaltman’s Metaphor Elicitation Techniques. DR. PRACHI AJIT
- 3. Projective Techniques • Projective Techniques are indirect and unstructured methods of investigation which have been developed by the psychologists and use projection of respondents for inferring about underline motives. DR. PRACHI AJIT
- 4. Principle of projection • Projection, the mental process by which people attribute to others what is in their own minds. For example, individuals who are in a self-critical state, consciously or unconsciously, may think that other people are critical of them. DR. PRACHI AJIT
- 5. Association In scientific research, association is generally defined as the statistical dependence between two or more variables. Two variables are associated if some of the variability of one variable can be accounted for by the other, that is, if a change in the quantity of one variable conditions a change in the other variable. DR. PRACHI AJIT
- 6. What are measures of association? • Measure of association, In statistics, any of various factors or coefficients used to quantify a relationship between two or more variables. • Some measures of association are Pearson's correlation coefficient, the Spearman rank-order correlation coefficient, and the chi-square test. DR. PRACHI AJIT
- 8. Expression based techniques (ACTIVITY) Sr. No Meaning of Expression based techniques Challenges Solutions DR. PRACHI AJIT
- 9. Design and Interpretation • Research design refers to the framework of market research methods and techniques that are chosen by a researcher. • The design that is chosen by the researchers allow them to utilise the methods that are suitable for the study and to set up their studies successfully in the future as well. • Interpretation refers to the task of drawing inferences from the collected facts after. an analytical and/or experimental study. In fact, it is a search for broader meaning. of research findings. DR. PRACHI AJIT
- 10. Zaltman’s Metaphor Elicitation Techniques • The Zaltman metaphor elicitation technique (ZMET) is a market research tool. • ZMET is a technique that elicits both conscious and especially unconscious thoughts by exploring people's non-literal or metaphoric expressions. • It was developed by Dr. Gerald Zaltman at the Harvard Business School in the early 1990s. DR. PRACHI AJIT
- 11. How do you conduct a ZMET? • First, participants are asked to widen the frame of one or more selected pictures and describe what else might enter the picture that reinforces the original idea. They may also be asked to imagine themselves in the picture, and to discuss what might be taking place and what they are thinking and feeling. DR. PRACHI AJIT
- 13. THANK YOU DR. PRACHI AJIT