Page 125 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes The respondent is required to tell the story by looking at the picture. When the subjects
start telling the story, the researcher notices the respondents’ expression, pauses and
emotions to draw the inference.
In the TAT, the test subject (the boy
shown here) examines a set of cards that
portray human figures in a variety of
settings and situations, and is asked to
tell a story about each card. The story
includes the event shown in the picture,
preceding events, emotions and thoughts
of those portrayed, and the outcome of
the event shown. The story content and
structure are thought to reveal the
subject’s attitudes, inner conflicts, and
views. Customer insights may be extracted by posing the questions given above to the
respondents
Source: (http://www.minddisorders.com)
4. Cartoon Test or Balloon Test: Here a cartoon is shown. The cartoon character belongs to
a particular situation. One or more of ‘balloons’ include the conversation of the character,
and is left open and the respondent is asked to fill in. In comparing the cartoon technique
with the direct question, let us take the example of “choosing a brand ambassador”.

In the above case, with which person would you agree and why ?



Caselet

iven below are some topics. In each case, indicate whether the research is qualitative
Gor quantitative in nature. Also recommend specific techniques for each.
(a) A company would like to come out with ideas to creatively communicate the benefits
of a new detergent through a TV commercial.
(b) Hospital authorities want to ascertain their patients’ ratings of attributes like medical
treatment, room service, emergency service, etc.
Contd...

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