Abstract:

The main aim of this exposition was to show that the absence of quantitatively verified, results is not inherent in motivation research. On the other hand, and we stress this point, we do not think that quantification is an absolute necessity for all motivation research. We think it is desirable in the case of fundamental research on a product or brand, intended to guide general sales, advertising and technical policy. In such cases it is essential to know the general motivations, but also to have accurate information on the needs of the different groups of the public and the particular mental picture they have of the product or brand.