Sentence Completion

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Sentence completion is a projective technique that involves asking participants to complete sentences. For example:[1]

People who buy Coke are _______
I only buy Diet Coke when _______
If my wife brought home a case of VB I’d say _______
People who are concerned out additives and preservatives in food are _______
I think women who buy frozen pastry are probably_______

They are then asked to explain why they have completed the questions in the way that they have completed them.


  1. Gordon, Wendy and Roy Langmaid (1988), Qualitative Market Research: A Practitioner's and Buyer's Guide. Aldershot: Gower, p. 99.