Projective techniques: in search of an alternative to validity and reliability

Authors

DOI:

https://doi.org/10.5585/remark.v23i3.25536

Keywords:

reliability, projective technique, qualitative approach, validity

Abstract

Objective: This essay aims to discuss the rigor of the projective technique with a qualitative focus.

Results: The main criticisms of projective techniques are not appropriate for qualitative research. As an alternative, the criteria proposed by Lincoln and Guba (1985) have been established. They are credibility, transferability, dependability and confirmability.

Theoretical/Methodological Contributions: The essay demonstrates the methodological contribution. It also illustrates how the projective technique can be applied to build your rigor through a qualitative lens.

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Author Biographies

Luiz Guilherme Rodrigues Antunes, University of São Paulo – FEA/USP

Doctoral Student in Administration

 

Rafael de Freitas Souza, University of São Paulo – FEA-RP/USP

Doctor in Administration

Ana Cristina Ferreira, Federal University of Lavras - UFLA

Doctor in Administration

Fernanda de Aguiar Zanola, Federal University of Lavras - UFLA

Doctoral Student in Administration

 

Luiz Henrique de Barros Vilas Boas, Federal University of Lavras - UFLA

Doctor in Administration

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Published

2024-07-26

How to Cite

Antunes, L. G. R., Souza, R. de F., Ferreira, A. C., Zanola, F. de A., & Vilas Boas, L. H. de B. (2024). Projective techniques: in search of an alternative to validity and reliability. ReMark - Revista Brasileira De Marketing, 23(3), 1277–1314. https://doi.org/10.5585/remark.v23i3.25536