Research Methods

Question 1

Why is research into consumer motivations important?

Answer 1

Marketers can understand + uncover reasons, allows more effective marketing

Question 2

List some research methods

Answer 2

• Depth interviews
• Projective techniques
• Observation
• Focus groups
• psychodrama

Question 3

What are depth interviews?

Answer 3

Depth interviews focus on:

• Experience, encourage consumers to consider opinions regarding products
• Encourage expression
• Uncover associated emotions
• Test extremes

Question 4

What are the issues surrounding motivation research?

Answer 4

• Can be seen to be unethical
• If consumers have buried motives it may be for a reason
• Arguably invasive / invasion of privacy
• Only effective when embarrassment / guilt are removed

Question 5

Why is it important to research consumer motivations?

HINT: Academic quote

Answer 5

“…human motivations are irrational, unconscious, unknown…” (Dichter, 1960). Therefore, researching consumer motivations reveals information about consumers that we may not know or understand