Abstract
Since the 1950 publication of Mason Haire‘s: projective technique shopping list article, a number of studies have been conducted to test various aspects of the Haire study. In this article, the effects of the type of data gathering instrument (unstructured vs. structured) and the nature of the shopping list (traditional vs. contemporary) on results of a shopping list projective test were examined. Analysis of the data gathered indicate both have an impact on the projective technique, although results varied most depending on the type of questionnaire utilized.
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Zallocco, R., Lim, JS., Flaschner, A. (2015). The Projective Technique in Consumer Research: Comparison of Structured and Unstructured Response Approaches to Alternative Shopping Lists. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_76
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DOI: https://doi.org/10.1007/978-3-319-17049-7_76
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17048-0
Online ISBN: 978-3-319-17049-7
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