motivational research

motivational research definition - business

motivational research

Studies that attempt to explain the underlying motives of consumer decisions. For example, a financial institution might employ a marketing firm to determine how young professionals decide where to open checking and savings accounts.

The American Heritage® Dictionary of Business Terms Copyright © 2009 by Houghton Mifflin Harcourt Publishing Company. Published by Houghton Mifflin Harcourt Publishing Company. All rights reserved.

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