The relations between a consumer and a product are partly conscious and partly sub- conscious. She notes the consistent use of unusual words or phrases. In these cases, the final evaluation of the hypothesized motives is by the testing of concepts or advertising alternatives that address the different motives, or by other types of contrived experiments.
A famous quote is: This question can be approached using a qualitative approach as you can talk with the elderly about it.
A scientific and empirical research method that is used to generate numerical data, by employing statistical, logical and mathematical technique is called quantitative research. Her goal is to get the respondent to talk, and keep talking.
Group interaction can stimulate unplanned reactions. But many times motivational studies cannot be proved or disproved by survey research, especially when completely unconscious motives are involved.
And they came for different reasons: A focus group actively led by the moderator with much direct questioning of respondents will seldom yield motivational understanding.
It is probably easiest to find participants for your research, when the research question is based on your personal background or related to your social context. Books are okay to look at, but for other reasons than finding up-to-date research results.
Sometimes a respondent can see in others what he cannot see—or will not admit—about himself. For all readers with German language proficiency, I suggest the book by Wallach on the philosophical basic of science.
The analysis begins at the cultural level. Sometimes a motivational study is followed by quantitative surveys to confirm the motivational hypotheses as well as to measure the relative extent of those motives in the general population.
To reach its full motivational potential, the group interview must be largely nondirective in style, and the group must achieve spontaneous interaction. He may be reached at or Some special consumer studies may be done in-home by appointment. Qualitative research is used to gain an in-depth understanding of human behaviour, experience, attitudes, intentions, and motivations, on the basis of observation and interpretation, to find out the way people think and feel.
In the scientific tradition, empiricism and logic must come together and make sense. But, observation by video or human eye cannot answer every question. Look at books for classical research studies, for gaining an overview of the research field, the major theoretical frameworks used and for definition of established terms.
But the analysis is not complete. Motivational research seeks to discover and comprehend what consumers do not fully understand about themselves. But the focus group is a legitimate motivational technique.
One day I needed a longer cable and asked the secretary whether the institute had such a cable. But the focus group is a legitimate motivational technique. Other motives are at work as well women are complicated creaturesbut a standard marketing research survey would never reveal these motives, because most women are not really aware of why their interest in expensive adornments increases at this particular point in their lives.
One final note is relevant to the successful conduct of motivational research. It is the mutual reinforcement within the group the group excitement and spontaneity that produces the revelations and behaviors that reveal underlying motives.
It is an attempt to discover and explain why the consumer behaviour differs; why he or she behaves in a particular way. In the main, it is essential to know on what kind of information you can build on and how you can contextualize your study. As Denzin and Lincoln write:. Qualitative research is a generic term for investigative methodologies described as ethnographic, naturalistic, anthropological, field, or participant observer research.
It emphasizes the importance of looking at variables in the natural setting in which they are found. Interaction between variables is. In summary, a qualitative research question mainly focuses on “W” questions; distributions across or within large populations are of lesser importance and often cannot be examined due to the nature of qualitative research itself.
Consumer ResearchParadigms Usually customers hesitates to reveal their reasons or motivational factor which made them to purchase a product or service at that time the consumer researchers use the two different types of research methodology to study consumer behavior: quantitative research and. Unformatted text preview: Measuring human motives Motivational research compared to qualitative research • How do researchers identify and “measure” human motives?Give examples.
• Does motivational research differ from qualitative research? Discuss. • What are the strengths and weaknesses of motivational research?
6 4. Unformatted text preview: Measuring human motives Motivational research compared to qualitative research • How do researchers identify and “measure” human motives?Give examples.
• Does motivational research differ from qualitative research? Discuss. • What are the strengths and weaknesses of motivational research? 6 4. Marketing Research Article: Motivational research is a type of marketing research that attempts to explain why consumers behave as they do.
It seeks to discover & comprehend what consumers do not fully understand about themselves.
This article briefly explains the major in-person qualitative techniques.Does motivational research differ from qualitative research