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Other Papers on :Marketing Research

Other Papers on :Market Research

S/M/230. PROJECTIVE TECHNIQUES IN MARKET RESEARCH: VALUELESS SUBJECTIVITY OR INSIGHTFUL REALITY?

(2007, 1500 words)

The paper analyses qualitative and quantitative techniques used in marketing research focusing on projective techniques (PT). Types of PT are identified; the issues of PT reliability, usefulness and validity are discussed.
 
   
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