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TECHNIQUES
Discussby:
Merto,AngelitoG.
BSEValuesEducation
DEFINITION
These technique are based on the
phenomenon of projection.
In these technique quite unclear and
unstructured stimuli are provided to the
subject and he or she is asked to structured
them in any way they likes.
In doing so they unconsciously projects
their own desires, hopes, fears,
reserved, wishes etc.
1. Projection
Psychological technique to get answers
2. Associations
Uncovers a brands identity or product
attributes.
Word association for a product/brand.
Draw brands as people.
Test Examples;
Word Association Test
3. Construction
Process allows participant to
construct meaning.
Participant constructs a story or picture
from a concept.
Bubble drawings or cartoon tests ask
participant to construct a dialogue.
Test Examples;
Thematic Apperception Test (TAT)
Bender Gestalt Visual and Motor Test
4. Completion
For insight into participants
need value system.
Sentences, stories or conversations are
completed.
Ex. When I think of beer..
Test Examples;
Sach Sentence Completion Test
Rosenweig Picture Frustration Test
Roters Incomplete Sentence Blank (RISB)
5. Expressive
For situations when participants
cannot describe their actions but
can demonstrate them.
Participants role play or act out a story.
Themes are developed based on
participants personal interpretations of
pictures.
6. Choice Ordering
Useful for rank ordering
characteristics associated with a
brand, product or service.
Participants lists benefits from most to
least important.
Used with probing techniques to gather
insight into consumer benefit choices.
SACH
Sentence Completion Test
DEFINITION
DEFINITION
HISTORY
HISTORY
Was the first to look at if
Carl Jung
HISTORY
In his methods, he would say
HISTORY
HISTORY
emotional reactions.
With his tests, all his sentences began with I and
revealed something about annoyances, fears,
aversions, likes, interests, and attachments.
It has never been validated that these tests can
be used in emotional contexts (Schafer et al,
1953).
HISTORY
HISTORY
HISTORY
USES
different ways:
1. Subjective intuitive analysis of the underlying motivations projected
in the subjects responses, or
2. Objective analysis by means of scores assigned to each completed
sentence.
SCALE
2 - Severely Disturbed
INTERPRETATION GUIDE
Attitude towards mother (14, 29, 44, 59)
2 = completely rejects and depreciates mother whom he
considers over demanding.
1 = sees mother fault but accepts and tolerates differences.
0 = express only positives feelings towards the mother.
INTERPRETATION GUIDE
Attitude towards family unit (12, 27, 42, 57)
2 = feels rejected by the family which lacks unity and
which has constantly contented with difficulties.
1 = aware that the family does not recognize him as a
mature person but has no difficulty in relating with them.
0 = instability of the family residence has had little effect on
his favorable feeling towards them.
INTERPRETATION GUIDE
Attitude towards heterosexual relationship (11, 26, 41, 56)
2 = appears to have given up achieving good sexual
adjustment.
1 = deserved sexual experiences but reservation about his
ability to maintain marital relationship.
0 = indicates satisfaction towards this area.
Attitude towards friends and acquaintances (8, 23, 38, 53)
2 = suspicious and apparently reclusive.
1 = seems to wait approval of others before committing
himself emotionally.
0 = express mutual relationship with friends and self.
INTERPRETATION GUIDE
Attitude towards superior at work or in school (6,
INTERPRETATION GUIDE
Attitude towards colleagues at work/school
INTERPRETATION GUIDE
Guilt feelings (15, 30, 45, 60)
2 = concerned with spiritual feelings and physical sex
drives.
1 = has regret over past and seems mildly disturbed by his
failure to control his trouble.
0 = does not seem to be aware of guilt feelings.
INTERPRETATION GUIDE
Attitude towards past (9, 24, 39, 54)