... --> Demographics Theoretical Interdisciplinary Quantitative methods Commercial marketing researchers have been using qualitative research approaches since at least the 1940s. The motivation researchers exemplified by the Freudian psychologist Ernest Dichter, employed depth interviews and projective...

... techniques aimed at measuring rational behaviour are of limited use. By implication what is needed are measurement methods that work outside of “bounded‐rationality”. One possible option here is the use of projective techniques. Communication technologies Quantitative methods Qualitative methods...

..., not inherent in the predisposition of a group of individuals, nor in the nature of the stimulus. © Emerald Group Publishing Limited 2007 Consumer research Qualitative research Quantitative methods Consumer behaviour Food industry A decade or more ago, consumer research in the food...