Skip to main content

Experimenting with ZMET: Issues and adaptions.

Ramjaun, T. R., 2021. Experimenting with ZMET: Issues and adaptions. The Qualitative Report, 26 (5), 1633-1640.

Full text available as:

Experimenting with ZMET_ Issues and adaptions.pdf - Published Version
Available under License Creative Commons Attribution Non-commercial Share Alike.


Official URL:

DOI: 10.46743/2160-3715/2021.3718


This paper is aimed at academic researchers considering the adoption of the Zaltman Metaphor Elicitation Technique (ZMET) as a qualitative data collection method. It is meant to warn about the practical difficulties and challenges that the inexperienced ZMET researcher might face on the field. It argues that while the use of ZMET can allow for a deeper exploration of issues with participants, there could be potential challenges and issues that a novice ZMET researcher could face. Several recommendations are provided on potential adaptions to the technique based on the author’s own experience.

Item Type:Article
Uncontrolled Keywords:ZMET ; Qualitative ; Interviews
Group:Faculty of Media & Communication
ID Code:35323
Deposited By: Symplectic RT2
Deposited On:24 Mar 2021 16:40
Last Modified:14 Mar 2022 14:26


Downloads per month over past year

More statistics for this item...
Repository Staff Only -