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Cross-Cultural Marketing Research: Neuromarketing and In-Depth Interview

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dc.title Cross-Cultural Marketing Research: Neuromarketing and In-Depth Interview en
dc.contributor.author Ozdemir, Maia
dc.relation.ispartof Proceedings of the 11th European Conference on Research Methods
dc.identifier.isbn 978-1-908272-46-1
dc.date.issued 2012
dc.citation.spage 313
dc.citation.epage 318
dc.event.title 11th European Conference on Research Methods
dc.event.location Bolton
utb.event.state-en England
utb.event.state-cs Anglie
dc.event.sdate 2012-06-28
dc.event.edate 2012-06-29
dc.type conferenceObject
dc.language.iso en
dc.publisher Academic Conferences and Publishing International (ACPI) en
dc.subject culture en
dc.subject cultural genesis en
dc.subject evolution en
dc.subject in-depth interview en
dc.subject marketing research en
dc.subject neuromarketing en
dc.description.abstract What the customers really feel? This question is critical for formulating competitive marketing strategies. Significance of marketing is out of any doubts. Companies worldwide spend trillions of dollars each year on advertising, marketing, and product R&D. For decades advertisers, marketers, and product developers are making an effort to apply social psychology to discover the tools to tap into the consumer's brain. Some marketers believe that most of biases occur because of responses changed by the customer's conscious mind. Development of technology gives a wide range of opportunities for the new generation marketing research. New point of view most times gives an advantage in the marketing field. It helps to develop creative strategies. For decades, marketing researchers tried to find out an excellent answer using various methods such as focus groups, surveys and so on; sometimes asking consumers directly and sometimes applying an indirect approach, such as choice-based conjoint. But, neither method is foolproof. In the frame of this paper we will discuss some weak points of neuromarketing by demonstrating results of our research and give suggestions toward gaining more precise data. The primary data from Turkey, Czech Republic and Russia were collected using in-depth interviews. Interviews were conducted among 17 Turkish, 25 Czech and 7 Russian, using simple random sampling technique. For the purpose of our research we have used Conceptual analysis of the data gained. In result, we have identified common for each ethnic group patterns. They are Cleanness for Turkey, Nature for Czech Republic and Heat for Russia. Applying suggested data-gaining method allows researches to have more creative point of view toward customers' real feelings. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1002994
utb.identifier.rivid RIV/70883521:28120/12:43868007!RIV13-MSM-28120___
utb.identifier.obdid 43868098
utb.identifier.wok 000308297200038
utb.source d-wok
dc.date.accessioned 2012-10-13T15:30:53Z
dc.date.available 2012-10-13T15:30:53Z
utb.contributor.internalauthor Ozdemir, Maia
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