Databases Don’t Measure Motivation

Authors

Joseph Yeager, Sommer Consulting Inc.Follow

Abstract

Automated persuasion is the Holy Grail of quantitatively biased data base designers. However, data base histories are, at best, probabilistic estimates of customer behavior and do not make use of more sophisticated qualitative motivational profiling tools. While usually absent from web designer thinking, qualitative motivational profiling can be integrated into data base designs. However, qualitative profiling would require that designers add to their repertoire a set of qualitative motivational profiling tools. Clearly the quantitative or qualitative tool must fit the task. This contemporary confusion is corrected by separating the marketing and market research tools into quantitative or qualitative applications according to the proper roles they play and the tasks they must engage.

Keywords

Motivational Profiling, Data Warehousing, Database Mining, Content Analysis, Data Base Design, Marketing Strategy, Qualitative Market Research, Quantitative Market Research, Customer Behavior, and Micro-Demographics

Publication Date

3-1-2005

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 International License.

DOI

10.46743/2160-3715/2005.1863

Recommended APA Citation

Yeager, J. (2005). Databases Don’t Measure Motivation. The Qualitative Report, 10(1), 163-177. https://doi.org/10.46743/2160-3715/2005.1863