Abstract:

This paper reviews the methods commonly used by market or commercial researchers to investigate the underlying motivations or determinants of choice. It comments on their validity and their suitability to social planning research. It is argued that social planning research has limited itself too frequently to factual information gathering and could usefully employ some of the techniques common in the commercial field. Reference is made to data currently being gathered and analysed concerned with recruitment to the army and decisions to remain in the army.