The origins of motivational research

Abstract

Offers the results of an attempt to trace and characterise the origins of what is sometimes termed motivational research. Proclaims that motivational research, complementing formal market research, arises in economic conditions of competitive mass‐production associated with relative affluence and herein is an historical guide to the part played by psychology in modern marketing. Maintains that research effort prior to the introduction of motivational research was concerned with defining markets and developing survey techniques, especially in relation to sampling, questionnaire design, structured interviewing, etc. Concludes that the treatment of many matters of interest here, have had to be relatively condensed but a future article proposes to adjust this.

Citation

Collins, L. and Montgomery, C. (1969), "The origins of motivational research", European Journal of Marketing, Vol. 3 No. 2, pp. 103-113. https://doi.org/10.1108/EUM0000000005211