Motivation Analysis in Market Research
1948; SAGE Publishing; Volume: 13; Issue: 2 Linguagem: Inglês
10.1177/002224294801300204
ISSN1547-7185
AutoresFred T. Schreier, Albert J. Wood,
Tópico(s)Experimental Behavioral Economics Studies
ResumoHE question has always been and is even more popular today. It has become almost the fashion to place a after any question inserted into a questionnaire. You bought it-why? You didn't buy it-why? You like itwhy? You dislike it-why? You listen to this program regularly-why? You don't -why? It looks like such an innocent, simple and promising question. However, this question has kept scientists and philosophers busy and puzzled for many centuries. Quite recently, for example, a book of over 400 pages in length was published by Professor R. M. McIver of Columbia University with the title Social Causation,l and it deals with nothing but the Why question in social science. If it were so easy to solve the question of why people behave as they do, many of the problems of politics and education could have been solved long ago. At what is the market researcher aiming when he asks why? He wants to find the reasons for a specific action. A reason is defined as any circumstance without which the action would not have been committed. Obviously, the number of such circumstances is tremendous. For
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