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The idea behind this is that the musician chosen by a consumer will reflect that consumer's perception of the brand. This kind of research exemplifies "projective technique".
What is projective technique?
A form of personality testing known as projective approaches involves giving the subject of the test a straightforward, unstructured task with the intention of revealing personality traits.
The most well-known though contentious psychometric psychological testing method is frequently the projective methodology.
Key features of projective technique are-
- Respondents can project their real or subjective ideas and beliefs onto other persons or even inanimate things using projective techniques.
- From what the respondent says about other people, one might therefore infer the respondent's true feelings.
- Typically, projective techniques are applied in one-on-one or small-group interviews.
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