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ERIC Number: EJ1178184
Record Type: Journal
Publication Date: 2018
Pages: 5
Abstractor: As Provided
ISSN: ISSN-1052-8008
Projective Research: Using the Past to Teach in the Present
Upshaw, Danny C., Jr.; Hardy, Marcia; Habig, Phil
Marketing Education Review, v28 n2 p115-119 2018
In 1950 Mason Haire used projective research techniques to examine consumer perceptions of a new product, instant coffee. This article adapts his original experiment for use as a classroom exercise, discusses the pedagogical benefits of the exercise, and demonstrates how it can facilitate discussions about marketing history, the changing nature of consumer perceptions through time, and a variety of other marketing concepts.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A