Recognizing consumers with the understanding of consumer-oriented marketing, understanding cognitive, emotional and behavioral responses and communicating effectively have always been the main objective of marketing research. The success of marketing strategies depends on the reliable and satisfactory results of their research. Traditional research methods are in some cases inadequate to accurately describe consumer behavior. Marketing researchers have been looking for new research methods in order to better understand consumers and respond to their needs and demands. In recent years, advances in technology and communication have not only influenced consumption habits, but have enabled people to interact in different disciplines. Neuromarketing arising from the interaction of marketing science with other disciplines aims to eliminate deficiencies, weaknesses of traditional research methods and to measure consumer responses more accurately. In this study, marketing research process and methods are emphasized and traditional marketing research methods and neuromarketing methods are analyzed comparatively. With this analysis, it is aimed to contribute to the selection of the right methods in order to make the marketing researches more effective and achieve its objectives.
Marketing Research, Qualitative Research, Neuromarketing
|Author :||-Ali TOKER, Harun SULAK|
|Number of pages:||42-52|