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 non projective, are illustratively explained. Finally, the note discusses the importance of motivation research in market research.
Additional Information
| Product Type | Technical Note |
|---|---|
| Reference No. | MAR0233TEC |
| Title | Motivation Research |
| Pages | 10 |
| Published on | Jan 1, 1977 |
| Authors | Arul, Assumptha; Mohan, Manendra; Vora, M N; |
| Area | Marketing (MAR) |
| Discipline | Organizational Behaviour, Quantitative Methods |
| Sector | Manufacturing |
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