By Stanley Paliwoda (Ed.)

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Extra info for Qualitative Market Research: An International Journal — Volume 7, Number 1, 2004

Sample text

It sits there as a reminder of their failure (PricewaterhouseCoopers, 1999). Subjects were then asked to circle five words from a list that best described their perception of this statement in relation to their Web site: words such as simplistic, dynamic, informational, transactional, unsuccessful. An option was also given to add more appropriate words. Word association test 1: interpretation The outcome of this particular projective test was that positive ‘‘perceptions’’ dominated, with few of the respondents’ associating negative words with their Web sites.

Garrett, T. and Cowley, G. (1999), ‘‘Profiling top service firms’’, paper presented at the Anzmac99 Conference, University of New South Wales, Sydney. 45 A projectives perspective of international ‘‘e’’-services Qualitative Market Research: An International Journal Volume 7 . Number 1 . 2004 . pdf (accessed 3 September 2003). Smith, D. and Dexter, A.

Word association test 1: SME Web site: functional or dysfunctional? As an example, word association was used in the context of the following scenario, stating that: Often SMEs equate having a Web site with electronic commerce. They set up a Web site and they don’t know what to do with it. It sits there as a reminder of their failure (PricewaterhouseCoopers, 1999). Subjects were then asked to circle five words from a list that best described their perception of this statement in relation to their Web site: words such as simplistic, dynamic, informational, transactional, unsuccessful.

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