Enhancing data collection methods with qualitative projective techniques in the exploration of a university’s brand identity and brand image

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Spry, L. ORCID: 0000-0002-1473-1205 and Pich, C. ORCID: 0000-0003-1259-2827, 2020. Enhancing data collection methods with qualitative projective techniques in the exploration of a university’s brand identity and brand image. International Journal of Market Research. ISSN 1470-7853

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Official URL: https://doi.org/10.1177/1470785320943045

Abstract

This paper focuses on assessing the capabilities of projective techniques, in gaining a deeper insight into complex university corporate brands. In particular we will explore identities and how these might align with brand images in different departments and faculties. There are explicit calls for further research on projective techniques in new contexts in particular, and where and when they are most useful during data collection. Responding to this gap in the literature, this study adopts a two-staged approach to the research design utilising qualitative projective techniques as a supplement to more traditional methods of data collection. This paper provides an updated matrix on how qualitative projective techniques can be better utilised during the planning, research and analysis stages of research in different contexts. This can be employed to assist inexperienced and experienced individuals with projective techniques during the planning, research and analysis stages of research into corporate brands.

Item Type:

Journal article

Publication Title:

International Journal of Market Research

Creators:

Spry, L. and Pich, C.

Publisher:

SAGE Publications

Date:

30 July 2020

ISSN:

1470-7853