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- W2313302289 abstract "Why the furor? answer requires a review of a critical problem which market research faces and MR purports to solve. It is the long recognized problem that there are discrepancies between what people say they do or think or like and what they actually do, think or like. This is the point of departure for all articles and arguments advocating the use of MR. As one writer puts it, When we approach a consumer directly with questions about his reactions to a product we often get false and misleading answers to our questions.' Another says, All too often people do not want to tell why they do things or they cannot tell because they themselves do not know.2 business man who employs market research wants to know why people buy or do not buy his products. But consistently honest research practitioners have had to submit reports to him filled with irritatingly roundabout conclusions like, The people who say they buy your products give these reasons in reply to these questions . Others, less aware of the method's limitations or less honest, have reported more neatly and usefully, People buy your product because ." @default.
- W2313302289 created "2016-06-24" @default.
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- W2313302289 date "1955-10-01" @default.
- W2313302289 modified "2023-09-27" @default.
- W2313302289 title "Motivational Research Revisited" @default.
- W2313302289 doi "https://doi.org/10.1177/002224295502000204" @default.
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