How not to kill the goose that lays the golden egg

Date of publication: October 8, 2006

Catalogue: Panel Research 2006

Company: Research Now SSI

Author: Pete Cape


This paper describes the latest thinking in the field of psychology relating to human motivation and how this may be used to inform the market research industry in its quest to reduce non-response. It reviews and contextualises the history of psychology and explains in brief the self determination theory. An experiment to measure motivation is described and its potential use is discussed.

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