Read on to learn about what makes them different, how you can turn one into the other, and when you might use which method. It helps researchers gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.
Definition and Techniques Article shared by: The difficulties involved in discovering directly the precise motivating factors that shape buying behaviour led some marketing psychologists to devise oblique techniques for exposing hidden motives. For many years before World War II, researchers in the fields of psychology, psychiatry, sociology and social- anthropology had been conducting research into the behaviour of consumers, particularly probing of sub-conscious mind.
The former concentrates on finding the answers to the questions: Put in other words, consumer ability to buy is not that important; what is more important are motives behind such buying. In course of time, motivation research became integrated with traditional marketing research and influenced and expanded the inventory of marketing research and research techniques.
It reached its high peak of popularity in the latter half of s and early s. What is Motivation Research? Motivation research is a form of consumer research which has gained ground over the recent years.
Motivation Research is the currently popular term used to describe the application of psychiatric and psychological techniques to obtain a better understanding of why people respond as they do to products, ads and various other marketing situations.
It is an attempt to discover and explain why the consumer behaviour differs; why he or she behaves in a particular way? What appeals and sales programmes will best influence his or her decision to act or buy or not to act or not to buy?
It concentrates on emotional or hidden stimuli to consumer action. In suppression, the consumer remains aware of his motives but does not care to admit their existence to others for the fear of ridicule, punishment or being ostracized.
Information about the motivating factor remains in the conscious mind, however. As a branch of marketing research, it aims to discover the real reasons for their purchasing preferences via sample questionnaires, interviews and the like.
The theme of above definitions is that motivation research is to discover underlying motives, desires, instincts and emotions which provoke human behaviour and, in market research, true reasons why people buy or do not buy certain goods as distinct from the reasons they express or even imagine they act upon.
Today, the most challenging task of marketing research is to predict how people will react and why they react in a particular way in a given situation. Can be answered with ease and confidence.
Say, how the consumers receive the new product, package advertising message and the like where surveys cross tabulations and analysis can help to find the answers.
By merely asking consumers why they like or dislike a product or an advertisement or a package, one cannot get satisfactory answers. The answers differ widely and are misleading very often.
These answers are misleading not because people are dishonest, but merely because they do not know really why? Wrong or unbelievable answers are given because of two possible reasons: Preference for not disclosing their real reasons for ranking.
Conventional research does not answer this but motivation research does. It is the psycho-analysis that helps in overcoming the inability or the reluctance of people to tell why they like or dislike a product or a service.
This is known as penetrating below the surface to reach sub-consciousness. The relations between a consumer and a product are partly conscious and partly sub- conscious. Precisely, motivation research is the art of finding out why? Observe him at parties and get-togethers and you will find that he is after a woman attractively clothed with gleaning make-up appealing to his hidden motives.
Thus, motivation research is something that goes beneath the line.
Thus, it is an attempt to market below the line. Techniques of Motivation Research: The techniques used in motivation research are of two types namely, Projective Techniques and Depth Interviews.
These projective techniques represent the test conducted to establish the personalities of the respondents and their reactions to product media advertisement package product design and the like.
These tests are derived from clinical psychology and work on the postulation that if an individual is placed in an ambiguous situation, he is guided by his own perceptions to describe the situation.
They often provide, an insight into the motives that lie below the level of consciousness and when the respondent is likely to rationalize his motives consciously or unconsciously; his responses tend to reflect his own attitudes and beliefs by indirection and discretion; they are his own perceptions and interpretations to the situation to which he is exposed.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 . Qualitative research approaches are grounded in theoretical frameworks that make certain assumptions about the world, about how qualitative research is best conducted, and about the type of research questions and solutions are acceptable for the research approach, and about the criteria that appropriate for trustworthiness (which is the.
Qualitative research is conducted amongst smaller samples compared to quantitative research. In the case of attitudes to brands, for example, qualitative research may determine a specific view held about the brand, whereas quantitative research would tell us what proportion holds that view. Popular qualitative market research methods include focus group studies, depth interviews triads (one interviewer, two respondents, and dyads (one interviewer, one respondent,) and observational techniques such as ethnography and, popular in marketing research, photo ethnography.
Key Differences Between Qualitative And Quantitative Research. The differences between qualitative and quantitative research are provided can be drawn clearly on the following grounds: Qualitative research is a method of inquiry that develops understanding on human and .
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 .