Mapping the mind for the modern market researcher
| العنوان: | Mapping the mind for the modern market researcher |
|---|---|
| المؤلفون: | Richard Cooke, Hannah Smyth, Rachel L. Shaw, Elizabeth Peel, Carl Senior |
| المصدر: | Qualitative Market Research: An International Journal. 10:153-167 |
| بيانات النشر: | Emerald, 2007. |
| سنة النشر: | 2007 |
| مصطلحات موضوعية: | Marketing, Cognitive map, business.industry, Qualitative property, Cognition, Focus group, Market research, Neuroimaging, Data quality, business, Psychology, Research question, Social psychology, Cognitive psychology |
| الوصف: | PurposeTo describe the utility of three of the main cognitive neuroscientific techniques currently in use within the neuroscience community, and how they can be applied to the emerging field of neuromarket research.Design/methodology/approachA brief development of functional magnetic resonance imaging, magnetoencephalography and transcranial magnetic stimulation are described, as the core principles are behind their respective use. Examples of actual data from each of the brain imaging techniques are provided to assist the neuromarketer with subsequent data for interpretation. Finally, to ensure the neuromarketer has an understanding of the experience of neuroimaging, qualitative data from a questionnaire exploring attitudes about neuroimaging techniques are included which summarize participants' experiences of having a brain scan.FindingsCognitive neuroscientific techniques have great utility in market research and can provide more “honest” indicators of consumer preference where traditional methods such as focus groups can be unreliable. These techniques come with complementary strengths which allow the market researcher to converge onto a specific research question. In general, participants considered brain imaging techniques to be relatively safe. However, care is urged to ensure that participants are positioned correctly in the scanner as incorrect positioning is a stressful factor during an imaging procedure that can impact data quality.Originality/valueThis paper is an important and comprehensive resource to the market researcher who wishes to use cognitive neuroscientific techniques. |
| وصف الملف: | application/pdf |
| تدمد: | 1352-2752 1758-7646 |
| الوصول الحر: | https://explore.openaire.eu/search/publication?articleId=doi_dedup___::97f245d25cf86c4bb09b137f8b934f74Test https://doi.org/10.1108/13522750710740826Test |
| حقوق: | OPEN |
| رقم الانضمام: | edsair.doi.dedup.....97f245d25cf86c4bb09b137f8b934f74 |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 13522752 17587646 |
|---|