The term ________ refers to qualitative research designed to probe consumers' hidden,subconscious motivations.
A) perception analysis
B) subliminal motivation
C) motivation research
D) need recognition investigation
E) depth research technique

Question

Quizplus · Accepted Answer

Motivation research is a qualitative research method that seeks to understand consumers' deeper, often subconscious, motivations and desires behind their purchasing behaviors. It is based on the premise that people's buying decisions are driven by emotions, attitudes, and perceptions that are often hidden and can't be revealed through traditional market research methods. Therefore, motivation research employs various techniques and tools, such as projective tests, depth interviews, and focus groups, to explore consumers' underlying motivations and uncover their true needs and desires.

The Term ________ Refers to Qualitative Research Designed to Probe