motivational research


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motivational research

the measurement of attitudes and preferences likely to affect BUYER BEHAVIOUR. Motivational research is concerned with exploring the underlying reasons why consumers buy products, which can range from functional requirements to psychological needs like status and esteem. There are various techniques which may be employed to explore consumers' psychological needs, including in-depth interviews, psychoanalytical tests and group discussions. The results of motivational research can be used to generate ideas for new products, reposition existing products, and design ADVERTISING COPY to appeal specifically to the motives identified. See MARKETING RESEARCH.
References in periodicals archive ?
Self-determination theory has come to the forefront of motivational research over the past thirty years and runs contrary to some of the mainstream motivational theories that exist today.
His model was based on a comprehensive integration of social goals and social motivational research.
THE MORPHOLOGICAL APPROACH AS A CONTINUATION OF IN-DEPTH PSYCHOLOGICAL MOTIVATIONAL RESEARCH
He refers to Packard in "Why the Edsel Laid an Egg: Motivational Research vs.
Early motivational research was conducted primarily in the workplace, and centered on ways to motivate industrial workers to work harder, faster and better.
In its earlier days, Wendy Gordon comments, the findings of motivational research, as designated by Dichter and his followers, aroused suspicions because of the 'poorly constructed and inadequately controlled' samples from which they were derived.
In The Presidential Papers of 1963, Mailer writes of society: "Our emotions are turned like television dials by men in motivational research.
Motivational research seeks to discover and comprehend what consumers do not fully understand about themselves.
Alarmed by new techniques that convinced people to run out and buy things, he detailed advertising's fascination with the school of consumer analysis known as motivational research.
Walker Smith, managing partner of Yankelovich, said: "Audience measurement, the power of the impression, and motivational research represent the central elements of an integrated service for understanding online commercial opportunities.
TNS combines its specialist sector knowledge with expertise in the areas of new product development, motivational research, brand and advertising research and stakeholder management to bring our clients up-to-the minute, internationally consistent information.