The purpose of the paper is to show the application of the factor analysis as a method to evaluate the army morale.
Conference papers from the ESOMAR/WAPOR Congress 1957.
Conference papers from the ESOMAR/WAPOR Congress 1957.
What is usually named motivation research is the application of the methods of psychology and sociology to commercial problems and is therefore nothing hut a certain type of research in the field of distribution. Its special aim is to understand and to explain the behaviour of the retailer in order to foresee and to influence eventually his future reactions. Another type of research aims essentially to register and to describe directly measurable facts that does not permit to explain those facts and therefore does not foresee the evolution.
This paper deals with experiences and ideas resulting from motivation research projects, made with the assistance of psychologists during the past seven years. In close co-operation with trained marketing researchers, different methods have been applied to arrive at a working co-ordination between the best from motivation research and experienced marketing research practice.
This paper deals with experiences and ideas resulting from motivation research projects, made with the assistance of psychologists during the past seven years. In close co-operation with trained marketing researchers, different methods have been applied to arrive at a working co-ordination between the best from motivation research and experienced marketing research practice.
Born of the recognition of the irrational character of the "buying act", M.R. in its rapid growth raised - and continues to raise - criticisms and sarcasm. At the source of most of these criticisms we find a confusion between M.R. and psychoanalysis (e.g. the paper of R. Guerin on "Vente et Publicite" of June 1957). Our aim is to refute the senselessness of this confusion, while we admit the conceptual and methodological debt of social sciences and of M.R. to psychoanalysis.
Born of the recognition of the irrational character of the "buying act", M.R. in its rapid growth raised - and continues to raise - criticisms and sarcasm. At the source of most of these criticisms we find a confusion between M.R. and psychoanalysis (e.g. the paper of R. Guerin on "Vente et Publicite" of June 1957). Our aim is to refute the senselessness of this confusion, while we admit the conceptual and methodological debt of social sciences and of M.R. to psychoanalysis.
Very practical reasons account for the introduction of motivation research in-the field of market study. When it becomes desirable to influence consumer behaviour and attitudes, a simple assessment is no longer adequate and there is an obvious need for a deeper knowledge of their roots. The word motivation expresses this concept of psychological causality. But the very concept of causality is by no means a simple one, as many Western thinkers have repeatedly observed. Aristotle felt that it was necessary to distinguish between four kinds of causes. In modern times, Malebranche and Hume have demonstrated that in the realm of psychology as well as in physics , we are utterly unable to comprehend the effectiveness of a given cause, and that, however vivid, our spontaneous intuitions of causality are hollow and meaningless.
Very practical reasons account for the introduction of motivation research in-the field of market study. When it becomes desirable to influence consumer behaviour and attitudes, a simple assessment is no longer adequate and there is an obvious need for a deeper knowledge of their roots. The word motivation expresses this concept of psychological causality. But the very concept of causality is by no means a simple one, as many Western thinkers have repeatedly observed. Aristotle felt that it was necessary to distinguish between four kinds of causes. In modern times, Malebranche and Hume have demonstrated that in the realm of psychology as well as in physics , we are utterly unable to comprehend the effectiveness of a given cause, and that, however vivid, our spontaneous intuitions of causality are hollow and meaningless.
Motivation research took root in American merchandising only a decade ago. Yet today, it is the most discussed specialisation in consumer work. The novel insights and methods of motivation research have been aired in many media â not only in the "trade press" of advertising and marketing, but in more widely distributed magazines.
A basic research technique which measures sales, resulting from advertising, has long been a recognized need of the advertising profession. Now comes a major development which offers a way to measure the sales effectiveness of advertising. We can now identify those campaigns which are most effective in moving goods and those which are least effective. And having these data, we can analyze advertising campaigns objectively and systematically to learn the basic principles that govern advertising failure and success. Since we are interested primarily in what makes people buy - in the relationship between advertising stimulus and buying behavior - we have called this research development ACTIVATION.