Abstract:

It is necessary to be very careful when collecting data on sensitive topics in consumer research. Because the validity of the data obtained on topics where consumer sensitivity is high, it is extremely sensitive to the data collection method used. However, an analysis of the overall work done in the field in Turkey shows that the measurement of sensitive subjects in consumer research contains methodologically important problems. In this context, this research and consumer research included the projective techniques that can be used by measuring sensitive topics and discussed whether the method of data collection causes a meaningful difference in the data-based data collected. In this process, top-lam 728 university students were reached and the participants were asked the same research question, with an interval of eight weeks, one in the north and the other using the indirect measurement method. In the analysis of the data, the Wilcoxon ordered signs test was used. The research results show that the data obtained by direct measurement in sensitive subjects are significantly different from the data obtained by indirect measurement. The absence of any study on the measurement method of sensitive subjects in consumer research in our country creates the original value of this study.

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