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What are the benefits of using projective techniques in comparison to focus groups and in-depth interviews?
Answer
Projective techniques have a major benefit over focus groups and depth interviews that they may elicit responses which subjects would be unable or unwilling to give if they knew purpose of the study. At times, in direct questioning, respondent may unintentionally or intentionally misinterpret, misunderstand or mislead the researcher. In these cases, projective techniques can increase the validity of responses by disguising purpose. This is specifically true when issues to be addressed are sensitive, personal or subject to strong social norms.
Explain in details the process of marketing research. Answer Most marketing research involves attaining information from marketplace indirectly or directly and hence the
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