Y/B/14. Focus Groups and Projective Techniques. Evaluate the contribution of qualitative research, and in particular focus groups and projective techniques, to marketing decision-making.
(2003, 3700 words)
This paper consists of the following sections: Definition of Focus Group, Why use Focus Groups and not Other Methods? Rationale and uses of Focus Groups, The role of Focus Groups, Potential and Limitations, Projective Techniques - Why should we Use Them? The Most Used Projective Techniques, Conclusion.
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