Projection Techniques

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Qualitative Research Design Strategies

Projective Technique

Projective Techniques are indirect andunstructured methods of investigation. This has

been developed by the psychologists.

These techniques help the respondents to

project his own attitude and feelings

unconsciously on the subject.

Projective Techniques play a important role in

motivational researches or in attitude surveys.

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Projective Techniques

Important Projective Techniques

Word Association Technique. (AssociationTechnique)

Completion Technique.

Construction Techniques

Expression Techniques



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Word Association Technique

A subject is given a stimulus (word / picture)and asked to respond to the first thing that

comes to mind.

Word associations are especially effective for

extracting information about a product or brand

from consumers.



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Word Association Technique

Coca-Cola:

Soft drink

BeverageThirst

Relaxation



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Completion Technique

In this the respondents are asked to completean incomplete sentence or story. The

completion will reflect their attitude and state of

mind.

I drink Coca-Cola because it is .



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Construction Technique

A picture is given to respondent and asked towrite about it.

The initial structure is limited and not detailed

like the completion test.

2 cartoons are given and asked to write a dialogue.



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Expression Technique

In this subjects are given a verbal or visualstimulus and asked to relate the feeling and

attitude of other people in that situation. (not

own feelings).

Role play is one such technique.



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Descriptive Research


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Descriptive research provides answers to

questions of who, what, where, when, andhow but not why.



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Descriptive studies report summary of data

(numerical or graphical).Mean, median, mode, variation, percentage

etc.

Charts, diagrams etc.

Data collection

SurveyInterview

ObservationBusiness Research Methods10Page 10


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Survey

A method for collecting quantitative informationabout pre-decided items from a population for

a specific purpose.



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Multiple method approach

A single study combines both Qualitative andQuantitative methods, uses Primary and

Secondary data.

Advantages

Different methods can be used for different purpose.

Eg. Interview to decide on questionair before a survey.



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Cross-sectional study

Cross-sectional study is collection of data froma population or a representative sample, at a

specific time period.

Sample surveys are cross-sectional studies in

which samples are drawn in such a way as to

be representative of a population.



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Longitudinal Study

A longitudinal study is collection of repeatedobservations of the same variables over long

periods of time.

Methods

Draw different units from the same sampling frame.

Use a panel where the same people are asked to

respond periodically.



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Cohort

Cohort is a group of subjects who have shareda particular time together during a time span

and share a common characteristic or

experience.

A cohort study is a form of longitudinal study.

A group having one or more similar

characteristics is closely monitored over time

simultaneously with another group that does

not have the same characteristic.Business Research Methods15Page 15


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Causal Research


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Causal Research

Causality research is understanding a

phenomenon in terms of conditionalstatements of the form IfX, then Y.

Causal relationships may be determined

through

Experiments.

Regression.



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Experiment

An experiment is manipulating (changing values/situations) one or more independent variables to see how the

dependent variable gets affected, while keeping the effects of

other influencing variables under control.



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Experimental Design

An experimental design is a procedure of

designing an experimental setting so that achange in the effect of the dependent variable

is attributed due to a change in independent

variables.


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Concomitant variation

Two or more variables varying together is

concomitant variation.Y increases as X increases.

Y increases as X decreases.

However, Concomitant variation does not

necessarily indicate if there is a Causal relation.

But a Causal relation indicates a Concomitant

variation.


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Concomitant variation

Over the years, Sale of cars have increased.

In the same period Price of petrol hasincreased. However they do not have a Causal

relation.


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Research Proposal

1. Introduction

Why this research has been taken up?

1. Problem Statement

Gives direction to the research process.1. Review of studies

Review of previous studies, literatures etc.

Findings of old work and gaps /unanswered questions.


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Research Proposal

4. Scope of the study

Area, process boundaries, study groups, timeperiod to be considered.

4. Objective and significance

List the questions the research wants to answer.

Likely impact of the research.

4. Hypothesis

Possible answers of research question, that

needs to be tested.


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Research Proposal

7. Methodology

Survey, experimentation, case study,historical data etc.

7. Sampling

Define population and sample. Method of

sampling.

7. Data collection procedureInterview, questionair, observation etc.


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Research Proposal

10. Plan for Analysis

Statistical methods, tools, software package.

10. Time frame

Total time duration and activity-wise timeplan.

10. Budget

Expected cost with break-up.


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Projection Techniques