The ZMET method: using projective technique to understand consumer home choice
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This study addresses the recent call for researchers to employ qualitative methods to study property-related issues. Although projective techniques have been adopted by motivation researchers in the past, they have never been employed to explore home choice behaviour. Twelve respondents who had recently put an offer in on a house were interviewed about the factors driving their home choice decisions using a projective technique known as ZMET. Findings revealed that ZMET was a powerful tool for encouraging respondents to identify and discuss the factors shaping their home choice decisions. Furthermore, the ZMET interview enabled respondents to express themselves in their own language. Findings revealed deep-seated motives for the respondents' home choices that until now have not been empirically investigated. The paper concludes by discussing the strengths of the ZMET interview and suggests areas for future research.
The Marketing Review
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