Date of publication: 2017-09-02 04:28
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Part6. This measures motivation. It is a 65-item questionnaire using a Likert scale with responses ranging from Strongly Agree= SA Agree = A Disagree = D and Strongly Disagree = SD. The items were adapted from Work Motivation Behaviour Scale of the Akinboye's 7556 Executive Behaviour Battery. The modification yielded an r = Cronbach Alpha.
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Today, the most challenging task of marketing research is to predict how people will react and why they react in a particular way in a given situation. 8775 How they react 8776 ? Can be answered with ease and confidence. Say, how the consumers receive the new product, package advertising message and the like where surveys cross tabulations and analysis can help to find the answers. However, more difficult task is one of finding out 8775 why people 8776 react in a particular way? By merely asking consumers why they like or dislike a product or an advertisement or a package, one cannot get satisfactory answers.
For the purposes of calculating current penetration of these techniques, I am classifying neurological, physiological, priming with response time and implicit association test (IAT) measurement techniques as implicit research technologies (more on the definition below).
Defining which measures are implicit versus simply indirect is important because implicit measures are providing researchers with insights into drivers of behavior that explicit measures are not. Consistent evidence shows that implicit measures are accounting for different variance in your consumer behavior of interest than explicit measures (Banaji, et. al.,7559).
If it were as easy as asking people why they do what they do, why would behavioral science fields like psychology, neuroscience, cultural anthropology and behavioral economics even exist?
Dear Aaron, well written paper and sound arguments, thank you. But I maintain some doubts, nevertheless. Esplicit research, when feasible, should always be preferred, in my opinion for two strong advantages (a) better understanding of reasons and, yes, motivations (b) stronger challenges for researchers, because implicit requires a difficult work for proper understanding and interpretation. Two activities that make smarter researchers. Ciao!
Fortunately, with the merger of behavioral science and business, the best quantitative tools just got better. The rise of implicit research technology has given researchers ways to gain consumer insights without relying solely on what consumers are able and willing to self-report (in market research we call that the 8775 can 8767 t say (unable) won 8767 t say (unwilling) 8776 issue).