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Research method

24 July, 2015 - 15:01

An important moment for the realization of this research goal was the choice of diagnostic method. However, the objective of the research in this paper was to reach the content of cognitive schemata, which are largely unconscious and instinctive. Asking the questions directly would make the respondents say what they think is right, and not what is due to their actual beliefs. This would be no different from what is obtained from conventional tests of knowledge. The resulting research material would not be credible, and it would be difficult to predict their behaviour in the realities of business based on it. Therefore, the most appropriate approach in this situation seemed to be to use a qualitative approach and psychological projection techniques.

According to Sęk, projection methods show the "subjective and subject-specific way of perceiving and constructing the environment" 1, i.e. what is needed in the problem being analysed. Kowalik, on the other hand, notes that projection techniques can lead in varying degrees to the appearance of projection. In contact with the projection stimulus this "may lead to the projection of unconscious or masked content, or a simple expression of conscious and accepted psychological content".  2 The use of projection methods for the diagnosis of beliefs and ideas about the role of the customer in running a company assumes a simple mapping of cognitive representation of the world in response to the projection stimulus. This has the advantage that, "to a greater extent than clearly structured material, the projection material [...] gives a better insight into the phenomenological world of the individual's experience, allows us to recognize their personal patterns of structuring and communicating experience, and reveals the dominant default social context of their activities".  3 Since this is a diagnosis of an imaginary business reality and the customer's place within it, we are dealing with a different application of this method than in clinical psychology, which seeks to capture the individual's defence mechanisms.

Using this approach, two diagnostic tools were constructed. One of these was an unfinished sentences test modelled on the Rotter Incomplete Sentences Blank RISB. This is a semi-structured projection technique, which requires the test subject to finish a sentence, adding a completion to the initial given words (called stems). It is assumed that the sentences created by the respondent reflect their attitudes, motives, aspirations, desires, and conception of the surrounding reality. In finishing the sentence, the respondent "projects" their own attitudes and views on various aspects of life, thus making it possible to reach the sources and motives of their conduct. The test used in this study was specifically designed for this purpose. It is consistent with the methodological assumptions that "the unfinished sentences test, like other projection techniques, is constructed separately for each research problem".  4 This is important for consideration of the purpose of the study and the type of data that we wish to obtain.

For the second diagnostic tool, a test was used where the "projectionality" stems from the use of metaphor. According to G. Morgan, metaphor is "the basic overall form of experience through which individuals engage, organize and understand their world" 5. It stems from the assumption that "we see things not as they are in objective reality, but rather as they appear in our experience" 6. "Thus metaphor is an expression of our experience"  7 and "in most cases it is not about the truth or falsehood of the metaphor, but about the perception and conclusions that flow from it, and the actions sanctioned by it. In all aspects of life (...) we define a new reality in metaphorical terms, and then act guided by these metaphors. We draw conclusions, set goals, make commitments, and realize plans on the basis of how we partially organize our experience, consciously or unconsciously, but through metaphor." 8

Therefore, based on knowledge of the metaphor with which the individual describes their company, it is possible to predict actions, procedures, type of decisions taken, and recognized rules, principles, etc. Leaving the respondents the freedom to associate and choose metaphors, the projective nature of the test is maintained and limits interference from the researcher and the simplifications that might ensue. Metaphor shows the cognitive functioning of a study subject, taking into account the emotional aspect of the issues. The metaphors are closer to the "average" individual, more common and inspiring, and therefore easily reach their imagination. The respondent, in describing the situation metaphorically, feels relatively safe, presenting their own perspective indirectly. With a direct question, the respondent could hide important details, especially emotional ones. This method of using projection methods for the diagnosis of consumer orientation competency has high incremental accuracy, indicating the extent to which the tool provides new information that is difficult or impossible to obtain using other techniques.  9 Examples of studies of this nature include the author's other research work  10, 11. L.D. Sargent, Ch. D. Bataille, H.C. Vough, M. D. Lee used metaphor analysis to examine the meanings of retirement for a group of retired Canadian executives and managers. 12

The tools constructed for the needs of the present study consist of the following projection impulses. The Unfinished Sentences Test contains the following stems:

  • The most serious risk in running your own business...
  • Factors hampering running of the company...
  • In running a business what would help me...

The Metaphor Questionnaire was constructed in two versions, each addressed to a different group of respondents, as described in the next section.

Metaphor Questionnaire Version I contained the following instructions:

  • Compare your company to any vehicle.
  • What does the customer do in this vehicle?
  • Who else is with you in this vehicle?

Metaphor Questionnaire Version II contained the following instructions:

  • Compare your company to any vehicle.
  • What does the customer do in this vehicle?