Understanding Unconscious Thoughts of the Self: Imaginative Metaphor Elicitation Technique in Qualitative Research

Year 2023, Volume: 9 Issue: 2, 64 - 72, 31.12.2023

Perlin Naz Cömert Yonca Deniz Gürol

Abstract

Qualitative studies unveil the profound characteristics of human experiences. Particularly, qualitative studies using metaphor elicitation techniques have the opportunity to explore un-conscious thoughts which reflects participants deepest thoughts and feelings about a con-cept. As most human thinking is unconscious, research tools analyzing unconscious thoughts are necessary especially in social sciences. In this article, metaphor elicitation techniques are explained and their implementation is depicted stage by stage. In this context, the process of using each technique is described in detail and related examples are presented. Finally, a relatively new technique used by Nardon & Hari (2021), Imaginative Metaphor Elicitation is explicated and the importance of this new technique is emphasized by encouraging future studies to use this technique.

Keywords

Metaphor, imaginative metaphor elicitation, zaltman metaphor elicitation, forced metaphor elicitation, qualitative research

Benliğin Bilinçdışı Düşüncelerini Anlamak: Nitel Araştırmada Imgesel Metafor Çıkarımı Tekniği

Abstract

Nitel çalışmalar insan deneyimlerinin derindeki özelliklerini ortaya çıkarmaktadır. Özellikle me-tafor çıkarma tekniklerini kullanan nitel araştırmalar, katılımcıların bir kavram hakkındaki en derin düşünce ve duygularını yansıtan bilinçdışı düşüncelerini keşfetme fırsatına sahiptir. İnsan düşüncesinin çoğu bilinçsiz olduğundan, özellikle sosyal bilimlerde bilinçdışı düşünceleri analiz eden araştırma araçlarına ihtiyaç vardır. Bu makalede metafor çıkarımı teknikleri açıklanmakta ve uygulanışı aşama aşama anlatılmaktadır. Bu bağlamda her tekniğin kullanım süreci ayrıntılı olarak anlatılmış ve ilgili örnekler sunulmuştur. Son olarak, Nardon & Hari (2021) tarafından kullanılan ve nispeten yeni bir teknik olan imgesel metafor çıkarımı tekniği tanıtılarak ve gelecek çalışmalarda bu tekniğin kullanılması teşvik edilerek bu yeni tekniğin önemi vurgulanmıştır.

Keywords

Metafor, imgesel metafor çıkarımı tekniği, zaltman metafor çıkarımıtekniği, zorlayıcı metafor çıkarımı tekniği, nitel araştırma, metaphor çıkarımı

References

• REFERENCES
• Bluhm, D. J., Harman, W., Lee, T. W., & Mitchell, T. R. (2011). Qualitative research in management: A decade of progress. Journal of Management Studies, 48, 1866–1891.
• Casula, C. C. (2022). Stimulating unconscious processes with metaphors and narrative. American Journal of Clinical Hypnosis, 64, 339–354.
• Coulter, R. A. (2006). Consumption experiences as escape: An application of the Zaltman Metaphor Elicitation Technique. In R. W. Belk (Ed.), Handbook of Qualitative Research Methods in Marketing (pp. 400418). Edward Elgar Publishing.
• Coulter, R. A., Zaltman, G., & Coulter, K. S. (2001). Interpreting consumer perceptions of advertising: An application of the Zaltman Metaphor Elicitation Technique. Journal of Advertising, 30, 1–21.
• Ellis, G., & Ibrahim, N. (2021). Using metaphor elicitation with pre-primary children learning English. ELT Journal, 75, 256–266.
• Gioia, D. A., & Mehra, A. (1996). [Review of the book Sensemaking in organizations, by K. Weick]. The Academy of Management Review, 21, 1226–1240.
• Hancock, C., & Foster, C. (2020). Exploring the ZMET methodology in services marketing. Journal of Services Marketing, 34, 48–58.
• Jackson, R. L., Drummond, D. K., & Camara, S. (2007). What is qualitative research? Qualitative Research Reports in Communication, 8, 21–28.
• Lagerkvist, C. J., Okello, J. J., & Karanja, N. (2015). Consumers’ mental model of food safety for fresh vegetables in Nairobi: A field experiment using the Zaltman Metaphor Elicitation Technique. British Food Journal, 117, 22–36.
• Lakoff, G., & Johnson, M. (1980). The metaphorical structure of the human conceptual system. Cognitive Science, 4, 195–208.
• Lee, T. R., Chen, S. Y., Wang, S. T., & Chang, S. E. (2009). Adoption of mobile location-based services with Zaltman metaphor elicitation techniques. International Journal of Mobile Communications, 7, 117–132.
• Matheson, J. L., & McCollum, E. E. (2008). Using metaphors to explore the experiences of powerlessness among women in 12-step recovery. Substance Use & Misuse, 43, 1027–1044.
• Nardon, L., & Hari, A. (2021). Sensemaking through metaphors: The role of imaginative metaphor elicitation in constructing new understandings. International Journal of Qualitative Methods, 20.
• Weick, K. E. (1995). Sensemaking in organizations. Sage Publishing.
• Woodside, A. G. (2004). Advancing from subjective to confirmatory personal introspection in consumer research. Psychology & Marketing, 21(, 987–1010.
• Woodside, A. G. (2008). Using the forced metaphor-elicitation technique (FMET) to meet animal companions within self. Journal of Business Research, 61, 480–487.
• Zaltman, G. (1997). Rethinking market research: Putting people back in. Journal of Marketing Research, 34, 424–437.
• Zaltman, G., & Coulter, R. H. (1995). Seeing the voice of the customer: Metaphor-based advertising research. Journal of Advertising Research, 35, 35–51.