When McCann Erickson asked women to draw and describe how they felt about roaches and discovered that many women associated roaches with men who had abandoned them, and therefore the women preferred roach killers that let them see the roaches die, the agency was using research.

When McCann Erickson asked women to draw and describe how they felt about roaches and discovered that many women associated roaches with men who had abandoned them, and therefore the women preferred roach killers that let them see the roaches die, the agency was using motivation research.

Explanation:

Motivation research attempts to use freudian ideas to undersatnd deeper meanings of products and advertisements. It involves depth review, a technique that probes deeply into a few consumers' purchase motivations.It also involves latent motives i-e the underlying motives.

Motivation research is based on premise that consumers are not always aware of their motives. The understanding of consumers' motives can help marketers make better products, communicate more clearly, and deliver benefits to the consumer.

As in the given scenario, agency is using motivation research.

Answer is motivation. Therefore,

When McCann Erickson asked women to draw and describe how they felt about roaches and discovered that many women associated roaches with men who had abandoned them, and therefore the women preferred roach killers that let them see the roaches die, the agency was using motivation research.

Explanation:

Motivational research is a sort of advertising research that endeavors to clarify why purchasers act as they do.

Motivational research tries to find and fathom what buyers don't completely comprehend about themselves. Verifiably, motivational research accept the presence of hidden or oblivious thought processes that impact buyer conduct.