Abstract:

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.