Highlight the nature, scope, uses and limitations of motivation research.

Motivational research is a type of marketing research that
attempts to explain why consumers behave as they do. Motivational research seeks to
discover and comprehend what consumers do not fully understand about themselves.
Motivational research attempts to identify forces and influences that consumers may not
be aware of (e.g., cultural factors, sociological forces). Typically, these unconscious
motives (or beyond-awareness reasons) are intertwined with and complicated by conscious
motives, cultural biases, economic variables, and fashion trends (broadly defined).
Motivational research attempts to sift through all of these influences and factors to
unravel the mystery of consumer behavior as it relates to a specific product or service,
so that the marketer better understands the target audience and how to influence that
audience.Motivational research is most valuable when powerful underlying motives are
suspected of exerting influence upon consumer behavior. Products and services that
relate, or might relate, to attraction of the opposite sex, to personal adornment, to
status or self-esteem, to power, to death, to fears, or to social taboos are all likely
candidates for motivational research.