Discuss the below:
The projective testing area of qualitative research methodologies tends to be a bit controversial within the research community. There are numerous projective tests being used by researchers today; identify and explain one of them to your fellow classmates. Within your discussion, explain what this test is attempting to demonstrate. Do you believe this test is a good research method? Why, or why not?
Qualitative research methods can be participant observation, interviews or focus groups. Projective testing uses techniques such as word association, a completion test whether story, sentence, etc. There is also constructing something, such as a story, from a picture or conversation as well as the expression technique.
I chose the expression technique and using the platform of a focus group. This subjective test relies on asking participants to express feelings or attitudes about the product and those responses will be analyzed for moving forward or not moving forward to demonstrate the success of a product. For instance, in a product focus group, the moderator/interviewer asks questions on a new product and participants respond to those questions to see about bringing the product to market. There are so many disadvantages such as:
Highly trained interviewers and skilled interpreters are needed.
Interpreters bias can be there.
It is a costly method.
The respondent selected may not be representative of the entire population (MSG Management n.d.)
In addition to these disadvantages, we need to think if the questions are truly valid. How were the participants chosen and why would that group offer answers that are for or against the product? People have had experience with so many products, experience with similar products, or know someone that has experience that those thoughts and biases are going to be brought in. This method is not an objective method so when finalizing the numbers, the company needs to be aware of this. Partnering this method with other objective, quantifiable methods will be more strategic for companies to move forward.