Motivational studies in market research

Date of publication: August 1, 1969


Motivational research is a wide-open field, which corresponds to the needs of our time. As such, it is indispensable, even if, just because its nature is exploratory and future-oriented and, at the same time, sensitive to the needs of the present, it is a research experiment rather than a codified formula, an exercise of creativity rather than the application of a bureaucratic procedure. As such, despite its practical aim, it belongs to the social sciences in its effort to create its own methods to express a need, and, at the same time, is aware of its limitations — the contingent factors — as a challenge.

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