This document discusses projective techniques in qualitative research methods. It covers the following topics in projective techniques: 1. The principle of projection where people attribute their own thoughts and feelings to others. 2. Projective techniques are indirect methods used by psychologists to infer underlying motives by having respondents project themselves. 3. Examples of projective techniques discussed include association measures, expression-based techniques, research design and interpretation, and Zaltman's Metaphor Elicitation Techniques.

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.
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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.
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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.
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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.
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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.
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7. Construction
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https://slideplayer.com/slide/6548025/

8. Expression based techniques (ACTIVITY)
Sr. No Meaning of Expression
based techniques
Challenges Solutions
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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.
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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.
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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.
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12. Applications
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13. THANK YOU
DR. PRACHI AJIT