Traditional Market Research and Neuromarketing Research

Abstract

Marketing research, dedicated to comprehending consumer behavior and purchasing practice, comprises methodical gathering, analysis, and interpretation of related data. Since the understanding of consumer behavior is a comprehensive and complicated task, the contemporary marketing studies argue that traditional marketing research should be supported by neuromarketing methods to explore consumers' psychology, motivation, and behavior. In this chapter, the advantages and disadvantages of traditional marketing and neuromarketing research methodologies and the differences between them are discussed. The traditional market research methods are explained through their qualitative and quantitative dimensions. The most commonly used grouping scheme of techniques in neuromarketing research is presented, namely, neurometric, biometric, and psychometric techniques. The marketing research supported by neuromarketing approaches enables us to look at the consumers' mind as closely as we have never experienced before and opens up new horizons in understanding consumer and marketing relationship.

Bibliometric Analysis of Neuromarketing and Consumer Behaviour: A Comprehensive Review From 2000 To 2023

“…Using fMRI, Bright House first introduced neuromarketing to marketing research (Mansor & Isa, 2020). The use of pupil measurement tools by Herbert Krugman in the early 1960s as a measure of consumer interest in packages and Galvanic Skin Response (GSR) as a symbol of customer emotional response to advertisements had been around since then (Eroglu & Kucun, 2020). In the late 1990s, Gerry Zaltman of Harvard University first reported on fMRI marketing Mansor & Isa, 2020).…”

Website usability testing of Corporate Fund “University Medical Center”: neuromarketing approach

“…Neuroeconomics, a related field, includes elements of psychology, neuroscience, and discussion. Research in the field of neuromarketing takes into account consumer preferences, predicting the results and effectiveness of advertising (Eroglu, Tomris Küçün, 2020;Kazybayeva, 2022).…”