The hierarchy of motives and the diversity of motivation of activity: combined application of questionnaire and content-analysis techniques

The article presents the results of the empirical research of the motivational hierarchy of personality and diversity of motivation of activity with the application of the questionnaire and content-analytical methods, based on the example of the study of labor motivation. The results of the factor analysis of the indicators of the Sh. Ritchie - P. Martin test show that the motives, which occupy a higher place in the motivational hierarchy of personality, can be grouped into the four following factors: 1) the priority of the long-term or short-term benefits; 2) the priority of communication; 3) the priority of regulations or freedom; 4) participation in management from the current position. The diversity of motivation of activity was studied with the help of content analysis of short stories, drawn up on the pictures, the content of which was brought closer to the factors that form a motivational profile of employee in accordance with the Sh. Ritchie P. Martin test. The application of the rules «if, then…» allowed us to identify a number of motivational complexes which accompany the development of hierarchically higher-level needs.

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