Alan Halpern (alan@halpern.com)
Wed, 16 Sep 1998 14:07:37 -0400
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From: Alan Halpern <alan@halpern.com> Subject: [ifets] Assessing Motivation Date: Wed, 16 Sep 1998 14:07:37 -0400
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Joe, I do have an MBA, and I would be interested to know if there is any =
data on motivation, but am skeptical that the data would be either =
reliable or useful. WBT is so new, and the "consumers" are probably so =
hard to identify and track down, and their motivations, interests and =
experiences are so different that it would be hard to analyze and =
characterize them through any kind of written survey. You'd have to do =
some qualitative, face to face interviewing to be able to know what =
questions to ask and to understand the answers you got back.
I think you are right, you would definitely want to break down =
motivation into finer factors. Motivation and learning style are =
probably the two key dimensions for market segmentation (off the top of =
my head, at least). Motivation will determine what content would be =
appealing and how large the market is. Learning style would direct =
course design and help limit market size. Independent learners are more =
likely to seek education or training on the web. =20
To actively market WBT, you would have to segment the market along =
demographic lines. Motivation is an interesting dimension, but I can't =
tell from outside your house and without meeting you what your =
motivational profile might be. You have to be able to relate motivation =
to observable, demographic variables so that you could target a market. =
Learning styles might correlate to with purchases of certain products or =
educational services (books about history or volume of books purchases, =
self improvement programs, continuing education programs, for example).
On-line marketing might change this a little, in that you could put =
information where people with the right motivation would seek it or trip =
across it, but to start, I think you'd have to have some ideas about =
where they go and why and what would interest them and why.
I don't know if this helps Vladimir or not without knowing why he wanted =
the information
Alan
Alan Halpern
alan@halpern.com=20
-----Original Message-----
From: Joe Beckmann [SMTP:joeb@oekos.org]
Sent: Wednesday, September 16, 1998 8:20 AM
To: ifets@gmd.de
Subject: RE: [ifets] question: motivation
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Thirty years ago McClelland, in reviewing cross-cultural economic
development, created a scale for achievement motivation and applied it =
to
particular kinds of technology - at the time things like transistor =
radios
which were then new. I'd look much more carefully at trying to break =
down
motivation factors into finer, more suggestive factors than business,
interest, cooperation, or personality. There are lots more - from =
financial
short, financial long term; family, children, community, ethnic or =
language
group, "nation" and country; to scales from secret self to public self; =
to
scales of followership to leadership; to identifying early adopter =
profiles
and the consequences of early adoption.
All this stuff is basic marketing information, and a good MBA in =
marketing
ought to be able to assist in this a lot better - almost infinitely =
better -
than most educators. If we knew how to market this stuff we'd be rich. =
They
do, and they are.
Joe Beckmann
> -----Original Message-----
> From: owner-ifets@mail2.gmd.de [mailto:owner-ifets@mail2.gmd.de]On
> Behalf Of Vladimir N. Kukharenko
> Sent: Wednesday, September 16, 1998 6:28 AM
> To: ifets@gmd.de
> Subject: [ifets] question: motivation
>
>
> ** Digest version of list available -> more information ->
> http://ifets.gmd.de/maillist.html
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> Dear colleagues,
> It is know that motivation plays an important role in distance =
education.
> The results of questioner among the Internet users of ex-USSR
> according to the information of
> Moskow psychologists show the following percentage of motivation:
> 1. business motivation 91%;
> 2. interest motivation - 81%;
> 3. cooperation motivation - 59%;
> 4. motivation of personality development - 52%
>
> Are there the similar data for the users in the USA, Europe, ..?
>
> Vladimir Kukharenko
> _________________________________________________________
> Vladimir N. Kukharenko
> Technical Cryophisic Department
> Kharkov State Polytechnical University
> 310002, Kharkov
> Frunze Street, 21
> phone (0572) 40 06 13
> E-mail:kvn@kpi.kharkov.ua
> ISQ: 10333992
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