Scientific research is knowledge production activities carried out with the aim of increasing the current level of knowledge and improving the quality of life in situations that people can perceive through their five senses. Various scientific research methods are used to produce knowledge for this purpose. Scientific research can be carried out with many different methods. These methods include ontological, epistemological and methodological approaches and paradigms, and each of them has different systems in data collection, data analysis and data evaluation processes. Qualitative research methods are among the types of scientific research.
Qualitative research is a type of research based on data collection methods such as observation and document analysis. It represents the process of analyzing events and findings in a holistic manner in a realistic environment. Neuromarketing is a discipline that combines neuroscience and marketing to better understand consumer behavior and decision-making processes. The field uses brain imaging techniques (fMRI, EEG), eye tracking, biometric measurements and other neuroscientific tools to study people’s reactions to marketing messages and products. Neuromarketing offers certain advantages to qualitative research. For example, while traditional research provides general trends and demographic data from large audiences, neuromarketing helps to understand the neurophysiological reasons behind this data. For example, it can determine which part of an advertisement attracts attention or which features of a product elicit an emotional response. Again, while traditional methods are often used to measure the impact of marketing strategies and campaigns, neuromarketing is used to optimize these strategies and make them more effective. For example, by identifying which parts of an advertisement generate more emotional response, more focus can be placed on those parts of the advertisement. Neuromarketing also reduces errors due to subjective responses and social desirability bias. Consumers sometimes say things they don’t really feel under social pressure or to make themselves look good. Neuromarketing minimizes such biases. As a result, the two fields complement each other with their different approaches.
Reference: Psychologist Merve Altındağ
Yücel, A., & Coşkun, P. (2018). Nöropazarlama literatür incelemesi. Fırat Üniversitesi Sosyal Bilimler Dergisi, 28(2), 157-177.
