![]() These sentences are usually in the third person and tend to be somewhat ambiguous. In the sentence completion method, respondents are given incomplete sentences and asked to complete the thought. As a result of this and other exercises, they came to the realization that the rural areas were a strong feature of the overall attractiveness of the destination and needed to be featured as key elements in any marketing campaign. Most of the tourism industry representatives came from the cities and had strongly argued that the urban areas had historically been neglected in promotional campaigns. Respondents are asked to describe an inanimate object or product by giving it "human characteristics" or associating descriptive adjectives with it.įor example, a group of tourism professionals working on establishing a strategic marketing plan for their community were asked to come up with personality traits or "human characteristics" for the villages as well as the cities within their area: Similarly, respondents can be asked about slogans and what they suggest Respondents are asked for what word or phrase comes to mind immediately upon hearing certain brand names There are a number of ways of using word association tests:Ī list of words or phrases can be presented in random order to respondents, who are requested to state or write the word or phrase that pops into their mind Exploring Marketing Research, 6th edition. A Manager's Guide to Marketing Research, Toronto: Dryden Zikmund, W.G. While deceptively simple, projective techniques often require the expertise of a trained psychologist to help devise the tests and interpret them correctly. They incorporate a number of different research methods. Projective techniques are normally used during individual or small group interviews. The respondent's real feelings are then inferred from what s/he says about others. ![]() Projective techniques allow respondents to project their subjective or true opinions and beliefs onto other people or even objects. Indeed, respondents may not even be aware that they hold these particular attitudes, or may feel that their motivations reflect badly on them. ![]() (Use the alphabetical links to jump to that letter.Deeply held attitudes and motivations are often not verbalized by respondents when questioned directly. You need to pick the one that best fits what you are trying to say.Ī B C D E F G H I J L M N O P R S T U V W Y Z Often there will be a choice of several words. If you find yourself about to write, type or dictate a word you wouldn’t use in every day conversation, look it up in the A to Z. And using everyday words is an important first step towards clearer writing. ![]() ![]() But it will help if you want to get rid of words like ‘notwithstanding’, ‘expeditiously’ and phrases like ‘in the majority of instances’ and ‘ at this moment in time’. There’s more to it than just replacing ‘hard’ words with ‘easy’ words, and many of these alternatives won’t work in every situation. On its own the guide won’t teach you how to write in plain English. This guide gives hundreds of plain English alternatives to the pompous words and phrases that litter official writing. The A - Z of alternative words Calling all writers ![]()
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