MOTIVATION RESEARCH

BY- MANISH KANOJIA

MONIRBA
ALLA HABAD UNIVERSITY
MBA III rd. sem.
MEANING
 Motivation research is the analysis of
wishes, desires , needs, drives etc.
Motivation research attempts
to determine the why of consumer
behaviour.
 NATURE OF MOTIVATION RESEARCH
A. The consumer does not know the “WHY” of
purchase.

B. The consumers are not willing to tell about

their purchase.

C. Consumers put forward illogical reasons for

their purchase.
TYPES OF INFORMATION SOUGHT IN
MOTIVATION RESEARCH
 ATTITUIDES :
Attitudes are assumed as the
predictors of human behaviour.
a. consumers are believed to have stable set
of attitudes.
b. These set of attitudes towards a product
brand may be favourable or unfavorable.
c. These set of attitudes can be changed by
carefully formulating advertising appeals.
CONT……..
 ASSUMPTIONS :
Assumptions are the frame of
references formed out by consumers of the
information gathered from their experience.
Consumers try to fit things
in their frame of references , if these are fit
they are accepted otherwise they are
rejected.
CONT….
 SENSATION :
Sensation are defined as the
reactions of persons mind to either a mental
or physical stimulus. Sensation are produced
by stimuli which affect a persons sight, smell,
hearing, taste and touch.

o IMAGES:
Images are defined as mental pictures
that are formed as response to stimuli .
CONT…
 MOTIVES :
Motive is a need , want, drive or
urge in the mind of an individual . Marketer
task is to develop a tension system in the
consumers mind and thus to create need for
HIS/ HER brand products.
eg. Calcium Sandoz , complain,
Dettol etc.
 MOTIVATION RESEARCH
TECHNIQUES
1. Non- disguised structured technique.
 Single question method.
 Multiple question method.
 Physiological test.

2. Non-disguised unstructured technique.

CONT…
3. Disguised unstructured technique.
a) Word association test
b) Sentence completion test
c) Story completion test

4. Disguised structured test.

LIMITATIONS:
 Cautions are required to be exercised not
only in the application of these techniques
but also the resultant data .

 The techniques used are not free from

drawbacks and more and more chances of
committing mistakes are there if proper care
is not taken while use.
CONT…
 Well qualified and experienced researchers
are needed to administer these techniques.

 Generally small samples are being taken for

conducting motivation research ;
generalization if drawn on this basis are
misleading.