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Completion Techniques

Discuss Completion Techniques within the Marketing Research forums, part of the Resolve Your Query - Get Help and discuss Projects category; This technique requires the respondent to complete an incomplete stimulus. Two types of completion are of interest to marketing researchers- ...

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Sunanda K. Chavan
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Completion Techniques - October 21st, 2010

This technique requires the respondent to complete an incomplete stimulus. Two types of completion are of interest to marketing researchers- sentence completion and story completion.

a. Sentence completion, as the name implies, involves requiring the respondent to complete a sentence. In most sentence completion tests the respondents are asked to complete the sentence with a phrase. Generally they are told to use the first thought that comes to their mind or “anything that makes sense”. Because the individual is not required directly to associate himself or herself with the answer conscious or subconscious defenses are more likely to be relaxed and allow a more revealing answer.

 The respondent is given a number of incomplete sentences and asked to complete them.
 The rule here too, is that respondent must fill in the first thought that comes to mind.
 Responses are timed.
 Here the interviewer gets more information than the word association technique.
 However, it is difficult to disguise the motive of the study from the respondent, who is usually able to diagnose the investigator’s purpose of study.
 For example, “a man who reads Sportstar is ------------------------------------------.”
 The sentences can be worded in either first or third person. No evidence suggests that one of these approaches could be better than the other.

b. Story completion is an expanded version of sentence completion. As the name suggests part of a story is told and the respondent is asked to complete it.

 Respondents are given a half-completed story. This is enough to draw their attention to a particular issue, but the ending is left vague, so that responses can be varied.
 This technique is very versatile and has numerous applications to marketing problems.
 The findings about products/ services give companies inputs to determine advertising and promotional themes and product characteristics.
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Re: Completion Techniques - June 30th, 2015

Completion Techniques Include

1) Sentence Completion

2) Telepathy

3) Interest graphs

4) Brand Mapping

5) TAT (Thematic Apperception Test) and Modified TAT’s
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Bhautik Kawa
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Re: Completion Techniques - February 23rd, 2016

Quote:
Originally Posted by sunandaC View Post
This technique requires the respondent to complete an incomplete stimulus. Two types of completion are of interest to marketing researchers- sentence completion and story completion.

a. Sentence completion, as the name implies, involves requiring the respondent to complete a sentence. In most sentence completion tests the respondents are asked to complete the sentence with a phrase. Generally they are told to use the first thought that comes to their mind or “anything that makes sense”. Because the individual is not required directly to associate himself or herself with the answer conscious or subconscious defenses are more likely to be relaxed and allow a more revealing answer.

 The respondent is given a number of incomplete sentences and asked to complete them.
 The rule here too, is that respondent must fill in the first thought that comes to mind.
 Responses are timed.
 Here the interviewer gets more information than the word association technique.
 However, it is difficult to disguise the motive of the study from the respondent, who is usually able to diagnose the investigator’s purpose of study.
 For example, “a man who reads Sportstar is ------------------------------------------.”
 The sentences can be worded in either first or third person. No evidence suggests that one of these approaches could be better than the other.

b. Story completion is an expanded version of sentence completion. As the name suggests part of a story is told and the respondent is asked to complete it.

 Respondents are given a half-completed story. This is enough to draw their attention to a particular issue, but the ending is left vague, so that responses can be varied.
 This technique is very versatile and has numerous applications to marketing problems.
 The findings about products/ services give companies inputs to determine advertising and promotional themes and product characteristics.
Hi sunanda, nice topic!

I am also sharing a document which will give more detailed explanation on the mentioned topic.
Attached Files
File Type: pdf Introduction - Basic Well Completion Concepts.pdf (42.5 KB, 2 views)


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