question archive Motives are very difficult to identify and measure
Motives are very difficult to identify and measure
Subject:EconomicsPrice: Bought3
Motives are very difficult to identify and measure. This is partly because they are hypothetical and not physical concepts that can be weighed and measured with a ruler. Marketers must use a variety of measurement techniques because they are not tangible and consumers often cannot or will not express their motivations outright. Hence, researchers use qualitative research to uncover consumer motives and many of these qualitative research techniques are called projective techniques because the consumer must "project” their subconscious or hidden motives onto another stimulus. Appraise the following examples and match them to an appropriate projective technique and elaborate the projective technique. DuPont used this method to study women's emotions regarding pantyhose. Kimberly-Clark used this method to develop pull-ups. Duracell used this method to promote their Energiser Batteries. .
