Dreams, Fairy Tales, Animals, and Cars

Contents [hide] 1 Basic Information of Dreams, Fairy Tales, Animals, and Cars 2 Case Summary of Dreams, Fairy Tales, Animals, and Cars 3 Case Analysis of Dreams, Fairy Tales, Animals, and Cars 4 External Link of Dreams, Fairy Tales, Animals, and Cars 5 Relevent File Cabinet of Dreams, Fairy Tales, Animals, and Cars 6 Article Purchase Link of Dreams, Fairy Tales, Animals, and Cars

Basic Information of Dreams, Fairy Tales, Animals, and Cars

Author: Sidney J. Levy
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Case Summary of Dreams, Fairy Tales, Animals, and Cars

Projective Research methods – Thematic Appreciation Technique, Incomplete Sentences, Word Associations, Drawings, Fantasy Tasks of different kinds and Szondi Test.
The signs of growth of qualitative research studies that go beyond focus grouping to intensive exploration of individual challenge posed in analyzing projectives. This paper is oriented toward encouraging that willingness.
David Rapaport stated that projective hypothesis as indicating that “all behavioral manifestations of the human being, including the least and the most significant, are revealing and expressive of his personality, by which we mean that individual principle of which he is the carrier.”
Respondents are not merely being expressive, they are expressive in relation to the nature of the stimulus and how they perceive it.
1) The more specific the question, the narrower the range of information given by the respondent. When the stimulus is more open and responses are freer, the information provided tends to be greater.
2) The stimuli may be aimed to elicit responses at different levels of personality.
3) The direction of research interest may be aimed especially at learning about the respondents’ psycho-social characteristics; or it may be aimed especially at learning about the respondents’ perceptions of the marketing object, and behavior that is of concern.
4) The research goals of diversity, depth, and direction thus guide the selection of stimuli in terms of their form and content.

Animals, Cars, and People – Often used are stimuli such as cars, animals, and human stereotypes to assist in bringing out the respondents’ associative processes.

Dreams – As another form of fantasy, dreams may give access to the character of the person and to the character of the products.

Pictorial Symbols – Showing pictures of human stereotypes helps respondents to sum up their thoughts as they think about the ways that people might symbolize or fit the character of the product or brand. Another means of accomplishing this kind of analysis through the use of visual symbols, is to use not only sketches of people, but of other stock signs.

Story-Telling to Pictures – Whether asking about the product (or brand), or seeking to learn about the respondents, the use of stories has particular merit in providing richness of data for interpretation. Often, stories are solicited by showing pictures.

Fairy Tales, Word Associations – Often, it is apparent that asked a full question, respondents answer as of they had heard one main word in the sentence that triggers their response in a “klang!”; rather than considering the idea in a more deliberate way.

Summary
1) Projective techniques are a varied and flexible means of eliciting information. The design of methods seems mainly limited by the researchers’ inventiveness.
2) If we demystify these methods, they can be seen merely as various ways of asking questions about products and about people.
3) The necessity for intelligent interpretation of projective data raises questions about reliability, given the varied skills among research analyst.