Apontamentos para o uso de técnica projetiva em pesquisas de marketing

Abstract

The objective of this article methodological approach is to assist in the development of research in the field of marketing, which provide for the use of projective techniques. For both, are described parts of a process of research, with the use of projective technique, about how the vegan identity influences consumption styles so that they produce a relation of extension of the self. It also sought to make a brief history and conceptualization of the projective technique, as well as the operationalization of the same, in what was described when this technique should be applied and the reasons more suitable for your use. Becomes relevant to understand the use of projective techniques since, although it seems to simplicity, the use of them, especially in marketing, must be done with care, so that the results are not distorted and biased, because of the difficulty of assessing the validity and reliability of the tests. This is because the projective techniques are used when the goal is to focus on a deeper level of the respondent, going beyond the level of awareness of the same, being useful, therefore, when there is lack of awareness about the own motives that lead to certain action or consumption, for example. In addition, it is described how the projective technique is constituted, in which the following points were reached: there is no indicated number of participants, and this should be reached by means of the saturation technique; as for duration, the interviews may be larger when done in a focal group, or smaller when they are individual; the place should allow the conduct of the interview and application of the projective technique to be done without interruption and with comfort and privacy to the participant; the role of the interviewer is to leave the interviewee at will, to be impartial and to generate debates; the application script must be carefully designed to avoid confusion regarding the technique used, which may be structured or unstructured, thus suggesting the application of a pre-test as a way of tailoring the data collection instrument to the problem and research objectives; the conduction of the technique must be attentive to the initial moment of application of the projective exercise, the application itself and the closure. Finally, some limitations, advantages and disadvantages of the projective technique are listed. It should be emphasized that it was not intended to carry out an extensive detailing of the types of projective techniques, but rather to provide the reader with a general notion that contemplates their origin, usefulness, form of application and data analysis, effectiveness, as well as notes for their application in marketing research.