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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
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Quantitative, Qualitative, Comparative, and Historical Methodologies Commons, Social Statistics Commons