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Authors: Arul, Assumptha; Mohan, Manendra; Vora, M N;

Reference No: MAR0233TEC Pages: 10 Published on: 1, January, 1977

Abstract: This note describes "motivation research" in some detail. The elements constituting the "why" of purchase and consumption behaviour are briefly explained. The techniques, i.e., projective and nonprojective, are illustratively explained. Finally, the note discusses the importance of motivation research in market research. ... More

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