MASTER’S THESIS

Master thesis: sport spectator preferences
The qualitative research aim of the student project was to generated items for
four variables (affection, body for senses, mind for intellectual, behavior) as translation
for experience. The qualitative research was split into four steps: the collage,
the ballon test, the sentence completion test and the in-depth interview.
With these projective techniques consumer insights of the different four variables
could be evaluated. “This requires research methods that engage people in ways
that enable them to bring unconscious states to a level of awareness. One way to
uncover such deep thoughts, emotions, metaphors, and unconscious thinking is
via projective techniques” (Koll, 2010, p. 589)
Figure 16: Experience factors
(own construction, 2011, Barkus, Schmitt & Zarantonello 2009, p. 60, research paper
mhmk project, 2010/11)
Figure 15 show the key elements of experience mind, body, affect and behavior
as results of the research by Barkus, Schmitt & Zarantonello (2009) and the student
project 2010/11. Affect is the component of emotions, feelings and affects.
Affects can found in the qualitative research are rather positive than negative, like
fun, satisfaction or euphoria. The mind controls conscious information for learning
processes, expectations and memories, possible translations are: intelligence,
concentration. Senses are physical analysators (cf. chapter 2) inside the consumer.
Results of the projective techniques implement that this element is rele-
Methodology page 48