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Traditional Market Research and Neuromarketing Research: A Comparative Overview

Traditional Market Research and Neuromarketing Research: A Comparative Overview
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Author(s): Sertac Eroglu (Eskisehir Osmangazi University, Turkey) and Nihan Tomris Kucun (Eskisehir Osmangazi University, Turkey)
Copyright: 2020
Pages: 22
Source title: Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
Source Author(s)/Editor(s): Dincer Atli (Uskudar University, Turkey)
DOI: 10.4018/978-1-7998-3126-6.ch008

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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.

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