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ERIC Number: EJ846255
Record Type: Journal
Publication Date: 2005-Mar
Pages: 15
Abstractor: As Provided
Reference Count: 6
ISBN: N/A
ISSN: ISSN-1052-0147
Databases Don't Measure Motivation
Yeager, Joseph
Qualitative Report, v10 n1 p163-177 Mar 2005
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.
Nova Southeastern University. 3301 College Avenue, Fort Lauderdale, FL 33317. Tel: 954-262-5389; Fax: 954-262-3970; Web site: http://www.nova.edu/ssss/QR
Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A