Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 52: Dreams, Fairy Tales, Animals, and Cars
Dreams, Fairy Tales, Animals, and Cars
Projective research methods are not new to marketing research. In the late 1940s to 1950s, in the heyday of what was called Motivation Research, several techniques were used to explore marketing topics. Researchers experimented with various derivations from the Thematic Apperception Technique, as well as incomplete sentences, word associations, drawings, fantasy tasks of different kinds, and even such an obscure device as the Szondi Test. George Horsley Smith described the adaptation of these clinical methods in his 1954 book on motivation research in marketing and advertising, and Joseph Newman's 1957 volume on motivation research and marketing management illustrates some cases with examples. Robert Ferber and Hugh G. Wales discuss projective techniques at length ...