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Sasmita Mishra
What is motivation research?
Motivation research deals with the analysis of
wishes, desires,needs drives and such things
In other words, it attempts to determine the why of
consumer behaviour
This research is used most extensively in marketing
to determine why consumer buy one brand or type
of product instead of competing alternatives
Such information helps in designing the product, its
package, pricing and advertising
Motivation research
techniques
Non-disguised-structured techniques
Non-disguised non-structured techniques
Disguised-non-structured techniques