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Neuromarketing as an Ethical Research Approach Essay


Introduction

This is a modern field whereby “researchers study buyers’ cognitive, sensorimotor, and affective responses to marketing stimuli” (Roth 3). The use of functional Magnetic Resonance Imaging (fMRI) technology makes it possible for researchers to measure various activities in the brain. The approach is used to monitor the decision-making processes of consumers and the brain parts involved (Roth 5). The technique differs significantly from traditional methods because it measures various brain functions and responses. It also embraces the use of fMRI technologies. Basically, the two methods are characterized by different data collection methods (Kent 28).

According to many proponents, neuromarketing is an ethical research approach that monitors the desires and demands of targeted customers (Roth 6). The method has the capability to present new ideas that can help more marketers address the changing needs of their potential consumers. This fact explains why the tool does not manipulate the functioning of the brain. The tool focuses on the likes and dislikes of more consumers in order to maximize sales. This means that the method is ethical.

Issues

Whenever conducting marketing research, it is appropriate to consider various issues such as the worth of the study and the anticipated outcomes. However, some issues should not be considered when planning to conduct marketing research. For instance, it is not necessary to consider the issue of competition (Bercea 3). As well, the researcher should not care about the nature or responsiveness of the targeted population. The researcher should also not focus on the best approaches to attract new consumers. These issues can be addressed after marketing research has been completed.

Primary and Secondary Research

Scholars can use primary or secondary research techniques to complete their studies. Primary research is a study approach whereby the scholar seeks to answer specific questions (Raguragavan, Lewis, and Kearns 3). The primary focus is to collect fresh data from the targeted respondents. The study is applied in marketing in order to monitor the behaviors of different consumers. Researchers can use questionnaires, interviews, focus groups, or surveys to conduct the studies. Secondary research is a powerful approach that uses existing information (or data) to complete a specific study. Scholars can use published articles and reports to complete their secondary researches. This method is not characterized by the use of primary data.

Questionnaire

The best trick towards conducting successful research is having a properly-designed questionnaire. The best format should “begin with a rationale statement” (Kent 67). The first set of questions should then focus on demographic information. The next segment should introduce the questions intended to support the study. The major sections of the questionnaire should be arranged or organized in a logical manner (Pop, Dabija, and Iorga 29). The questions should also be numbered. The last part of the questionnaire should thank every respondent for participating in the study.

Methods

Researchers can use different sampling methods to represent or study a small portion of the targeted population. Such sampling methods ensure the entire population is represented during the study. Probability sampling is “a technique whereby the researcher can calculate the probability of having a specific population sample” (Kent 83). Some people refer to this technique as random sampling. On the other hand, non-probability sampling is “a method that is not characterized by a random selection of the targeted population sample” (Furrer and Sudharshan 125). This method is “widely used whenever there is no exhaustive population sample to select” (Bercea 7).

Works Cited

Bercea, Monica. “Quantitative versus qualitative in neuromarketing research.” MPRA 1.1 (2013): 1-12. Print.

Furrer, Olivier and DA. Sudharshan. “Internet Marketing Research: Opportunities and Problems.” Qualitative Market Research: An International Journal 4.3 (2001): 123-129. Print.

Kent, Ray. Marketing Research: Approaches, Methods and Applications in Europe. London: Thomson, 2007. Print.

Pop, Nicolae, Dan-Cristian Dabija and Ana Iorga. “Ethical Responsibility of Neuromarketing Companies in Harnessing the Market Research: A Global Exploratory Approach.” Amfiteatru Economic 16.35 (2014): 26-40. Print.

Raguragavan, Ganeshasundaram, Tony Lewis and Zane Kearns, 2014, PDF file. Web.

Roth, Vivian 2013, PDF file. Web.

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1. IvyPanda. "Neuromarketing as an Ethical Research Approach." November 20, 2020. https://ivypanda.com/essays/neuromarketing-as-an-ethical-research-approach/.


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IvyPanda. "Neuromarketing as an Ethical Research Approach." November 20, 2020. https://ivypanda.com/essays/neuromarketing-as-an-ethical-research-approach/.

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IvyPanda. 2020. "Neuromarketing as an Ethical Research Approach." November 20, 2020. https://ivypanda.com/essays/neuromarketing-as-an-ethical-research-approach/.

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IvyPanda. (2020) 'Neuromarketing as an Ethical Research Approach'. 20 November.

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