The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.
A)perception analysis
B)neuromarketing research
C)motivation research
D)need recognition investigation
E)depth research technique

Question

Quizplus · Accepted Answer

The term "motivation research" specifically refers to qualitative research that seeks to uncover consumers' underlying psychological or emotional motivations for their behaviors or attitudes. Option A (perception analysis) is too broad and does not necessarily focus on subconscious motivations. Option B (neuromarketing research) involves the use of physiological measures, such as brain imaging, to understand consumer responses to marketing stimuli, but this is not specifically focused on subconscious motivations. Option D (need recognition investigation) is a specific type of research that aims to understand how consumers recognize their needs, which is a different focus than motivation research. Option E (depth research technique) is not a commonly used term in market research and does not have a specific association with uncovering subconscious motivations.

The Term ________ Refers to Qualitative Research Designed to Probe