MARK205:

Introductory
Marketing Research
ASSESSMENT 2: ANNOTATED BIBLIOGRAPHY
“Discuss the advantages and limitations of projective techniques over
direct exploratory techniques.”

Cindy Tang (4773834)

15/04/2016
Introduction

The annotated bibliography will address the research question “Discuss the advantages
and limitations of projective techniques over direct exploratory techniques”. The scope of
the chosen bibliographies explores the use of projective techniques and exploratory
techniques restricted to marketing research purposes. The bibliographies are up-to-date
resources dating from 2007 onwards that focuses on either one or both techniques in
their research papers. Bibliography 1, Cuarado et al. employs both projective techniques
and direct exploratory in understanding the perceptions of young people towards music
services; thus enables direct comparisons between the two techniques on advantages
and limitations. Bibliography 2, Pich and Dean analyses and interprets young peoples’
views on the UK Conservative Party’s “brand image” through conducting exploratory
study of focus groups and qualitative projective techniques. This article assists in
addressing the advantage and limitations of the research question, however, it is difficult
to compare one technique over the other as the two were combined together for
research purposes. The last bibliography 3, Anouk et al. researches on individuals
communicating feelings and perspectives on brand images of four beer brands through
the use of two personification-based methods: mood boards and job sorting. This article
is most limiting in providing substantial information to address the research question as
it only examines the use of projective techniques, however it does generate some
insightful findings. Annotation entry 1 will form the basis of my research as the article
provides information that is most relevant and suited towards the research question.
Annotation Entry 1

Cuadrado, M, José Miquel, M, & D. Montoro, J 2015, 'Analyzing music services

positioning through qualitative research’, Analiziranje Pozicioniranja Glazbenih Usluga
Putem Kvalitativnog Istrazivanja, vol. 27, no. 2, pp. 251-263.

In this article, Cuarado et al. analyses youth’s positioning of the three most popular
music service categories for young people: music radio stations, digital streaming
platforms, and pop-rock music festivals; in relation to the declining interests towards live
music concerts and music radio stations whilst there a rising popularity for streaming
platforms. Cuarado et al. conducted direct exploratory research using qualitative
techniques on young people for initial understanding on the perceptions of the music
services; however the results were unsubstantial. The authors then used projective
techniques to reflect the opinions of the participants through examining participant’s
reactions and interpretations. Projective techniques were conducted twice after the first
sets of questions were limited to objective responses which did not provide sufficient
findings. The second time, the questions were readjusted for more focus based results
in relation to: associating place, adjective, emotion, action and logo. This enabled
individuals more freedom to express themselves which generated solid findings suitable
for future research. The concluding research findings are credible to assist in future
market research decisions, especially appropriate for marketing managers in the music
service industry. This article is useful for my research question as it demonstrates a
clear representation of the two techniques being employed in the same research with
varied outcomes and findings. The article will be the core of my research as it aids in the
comparison of advantages and limitation of projective techniques over direct exploratory
techniques.
Annotation Entry 2

Pich, C, & Dean, D 2015, 'Qualitative projective techniques in political brand image
research from the perspective of young adults', Qualitative Market Research: An
International Journal, vol. 18, no. 1, pp. 115-144.

In this article, Pich and Dean explore and study young adults’, aged 18-24 years,
perceptions of the UK Conservative Party’s “brand image”. With the limited current
research in relation to projective technique analysis, Pich and Dean use this research
paper to demonstrate their own guide to “analyse and interpret findings generated from
qualitative projective techniques”. The authors conducted exploratory study of eight two-
hour focus group discussions combined with qualitative projective techniques where
participants were required do “picture association” to express their views. In the article,
Pich and Dean introduce a two phase approach: a coarse grain and a fine grain phase
with included stages in each one. The article provides a significant amount of theoretical
references and indeed will assist and provide a base for future researchers in the
analysis and interpretation of projected expression. However, I found that the article was
a complicated read that was not straight forward enough as it dwelled on extensive
amount of theory and jargon. The article is harder to compare exploratory with projective
techniques as the two were used in conjunction with one another. This article is useful
and relevant for my research topic to address the limitations and advantages of
projective and exploratory techniques, but this will not form the basis of my research.
Annotation Entry 3

Anouk, H, Joris van, H, Natascha, W, & Menno de, J 2007, 'Projective techniques for
brand image research: Two personification-based methods explored', Qualitative Market
Research: An International Journal, vol. 10, no. 3, pp. 300-309.

Anouk et al. researches on individuals communicating feelings and perspectives on

brand images. In this article, they “describe the development and use of” two
personification-based methods through exploring the personality of four beer brands.
For the first personification-based method, mood boards, participants made collages of
celebrity photographs exemplifying the beer brands. The second personification-based
method, job sorting, participants linked jobs with the beer brands. The outcome of both
methods combined together formed the personality traits. Through the two methods of
research, Anouk et al. found that the formed perceptions were significantly similar which
differentiated each beer brand. However, once the combined results were converted into
personality traits, the beer brands no longer had its differentiating factors. Therefore,
Anouk et al. suggests further research in the process of interpreting projective research
data. The article provided interesting insights on the use of projective techniques
whereby the authors combined the results of the two methods to enhance the projective
expressions described by participants. The article lacked outcome and accurate
findings; I would suggest adjusting or adding more methods for further comparison. The
article is relevant to my research question as it explores the use of projective techniques
and shows evidence of its limitations. However, this article does not discuss or use
direct exploratory techniques; therefore, it lacks information needed to address all topics
in my research.
Conclusion

All three annotated bibliographies have assisted in gaining insight on the research
question “Discuss the advantages and limitations of projective techniques over direct
exploratory techniques”. Cuarado et al.’s research paper has demonstrated a clear
representation of the two techniques being employed in the same research with varied
outcomes and findings. This will facilitate in discussing the advantages and limitations of
both techniques through direct comparison of how they were employed to carry out
research. On the other hand, Pich and Dean, although the article utilises projective and
direct exploratory techniques, which is relative to the research question, combining the
two techniques together limits the ability to compare one advantage over the other.
However, the research paper does discuss both techniques’ limitations, therefore still
able to address the research question. Furthermore, while Anouk et al. only focuses on
projective personification-based methods, the article provides relevant and sufficient
insight on projective techniques, specifically its limitations. Anouk et al. and Pich and
Dean’s articles both share the same limitation in using projective techniques while trying
to interpret findings of projected expressions in which are too abstract to translate into
accurate information. Overall, the primary article that will form the basis of the research
question, “Discuss the advantages and limitations of projective techniques over direct
exploratory techniques”, will be Cuarado et al.’s research paper as it addresses every
aspect of the research question.