Concept information
Preferred term
motivation research
Definition
- in marketing and advertising research, a qualitative investigation of how and why individuals act as they do in making marketplace decisions; an attempt to determine the inner drive and reasons underlying a consumer's marketplace behavior and actions. [Source: Dictionary of Marketing Communications; Motivation Research]
Broader concept
Belongs to group
URI
https://concepts.sagepub.com/social-science/concept/motivation_research
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