Dreams, Fairy Tales, Animals, and Cars, Psychology & Marketing
With growing interest in qualitative research beyond its popular use in focus groups, a greater appreciation of the potential of projective techniques is recommended. Examples are given to illustrate the variety of methods available, and how they may be practically applied in research projects to elicit rich information about perception of products and brands, and about characteristics of respondents.
Levy, Sidney. 1985. Dreams, Fairy Tales, Animals, and Cars. Psychology & Marketing. 2(2): 67-81.