- •Marketing research: From Information To Action
- •The role of marketing research
- •What is Marketing Research?
- •Why good marketing research is difficult?
- •Five-step marketing research approach to making better decisions
- •Identify Possible Marketing Actions
- •Identify Data Needed for Marketing Actions
- •Internal Secondary Data
- •Using Information Technology to Trigger Marketing Actions
- •Implement the Action Recommendations
- •Chapter in review
- •Identify the reason for doing marketing research, and describe the five-step marketing research approach leading to marketing actions.
- •Describe how secondary and primary data are used in marketing, including the uses of questionnaires, observations, experiments, and panels.
- •Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.
- •Focusing on key terms
- •Introduction Neuroscientific Contributions to Marketing Research
- •Selected Neurophysiological Methods for Marketing Research
- •Using the Frontal Asymmetry Paradigm to Assess Emotions in Advertising Theoretical Background
- •The Frontal Asymmetry Paradigm in Televised Advertising Tests
- •Measures of Visual Attention Using Eye-Tracking History and Theoretical Background
- •Selected Research Areas
- •Eye Tracking in Market Research
- •Integration with eeg: What Do People Feel When They Look? Shortcomings in Standalone Applications
- •The Integrated Approach
- •Implications for Interactive Advertising New Opportunities for Research
- •Challenges
- •Concluding Remarks
- •Footnotes
- •References
- •About the Authors
Footnotes
Some negative emotional states may evoke approach tendencies, such as anger (Harmon-Jones 2003), yet because mainstream marketing communication consists mostly of positive stimuli, it is unlikely that it would attempt to put consumers in an angry mode.
References
follow the link
http://jiad.org/
About the Authors
Dr. Rafal Ohme is a professor at the Warsaw School of Social Science and Humanities in Poland. His research focuses on conscious versus unconscious information processing, consumer neuroscience, and automatic facial expression. E-mail: ohme@testdifferent.com.
Michal Matukin is a Ph.D. candidate at the Warsaw School of Social Science and Humanities in Poland. His research focuses on affective neuroscience applied to marketing communications, including issues emerging from new technologies such as electroencephalography, electromyography, and galvanic skin response. E-mail: m.matukin@testdifferent.com
Beata Pacula-Lesniak is graduate student at Jagiellonian University in Poland. Her scientific interests include the psychophysiology of attention and working memory. E-mail: b.pacula@testdifferent.com