A neuromarketing aktuális helyzete és a mintaelemszámra vonatkozó kihívásai, különös tekintettel a szemkamerás mérésekre

Authors

  • Erika Lázár University of Pécs
    Hungary
  • Krisztián Szűcs University of Pécs
    Hungary

DOI:

https://doi.org/10.14267/VEZTUD.2020.03.08

Keywords:

neuromarketing, observational methods, eye tracking, sample size, reliability

Abstract

One of the neuromarketing particularities is that it can be classified as qualitative and quantitative research technique since the number of participants is more closely related to qualitative sample sizes, however, the huge amount of measured data allow us to analyze them quantitatively. This summary focuses on the evaluation of a special type of observation, namely eye tracking methodology, particularly on to define the appropriate sample size. This method is based on the detection of eye movements to measure unconscious reactions, along with its great advantage that is it can provide reliable statistical results with a low sample size due to the similarity of the brain mechanism. These results can be interpreted in connection with the behavior of a specific target group. The author attempts to summarize the literature recommendations about the appropriate sample size in eye tracking projects if reliability is a relevant aspect.

Downloads

Download data is not yet available.

Author Biographies

Erika Lázár, University of Pécs

PhD student

Krisztián Szűcs, University of Pécs

Associate Professor

References

Ariely, D., & Berns, G. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284-292. https://doi.org/10.1038/nrn2795

Bacchetti, P. (2013). Small sample size is not the real problem. Nature Reviews Neuroscience, 14(8), 585.https://doi.org/10.1038/nrn3475-c3

Bárczi J., Lőkösi K., & Gál Zs. (2017). A statisztika módszertani lehetőségeinek alkalmazása az üzleti elemzési eljárásokban. Controller Info, 5(3), 18-22. https://doi.org/10.24387/CI.2017.3.4

Bercea, M. D. (2013). Quantitative versus qualitative in neuromarketing research. Retrieved from https://mpra.ub.uni-muenchen.de/44134/

Bercea, M. D. (2012). Anatomy of methodologies for measuring consumer behavior in neuromarketing research. In Proceedings of the Lupcon Center for Business Research (LCBR) European Marketing Conference (pp. 1-14). Ebermannstadt, Germany.

Berčík, J. (2016). Consumers Neuroscience as a Modern Consumer Research Tool: Ethical Aspects and Size of the Research Sample. In C. Olexová & M. Janošková (Eds.), Marketing Management, Trade, Financial and Social Aspects of Business Conference Proceedings of the 4th International Scientific Conference (pp. 6-11). Pozsony: Košice University of Economics.

Bojko, A., & Adamczyk, K. A. (2010). More than Just Eye Candy Top Ten Misconceptions about Eye Tracking. User Experience, 9(3), 3-8.

Button, K. S., Ioannidis, J. P. A., Mokrysz, C., Nosek, B. A., Flint, J., Robinson, E. S. J., & Munafò, M. R. (2013). Power failure: why small sample size undermines the reliability of neuroscience. Nature Reviews Neuroscience, 14(5), 365–376. https://doi.org/10.1038/nrn3475

Constantinescu, M. (2016). New Trends in Marketing Research: Neuromarketing and Eye Tracking. In G. Mazurek & J. Tkaczyk (Eds.), The impact of the digital world on management and marketing (pp. 111-124). Warsawa: Kozminsky University.

Duchowski, A. (2007). Eye Tracking Methodology: Theory and Practice. London: Springer-Verlag. https://doi.org/10.1007/978-1-84628-609-4

Feng, G. (2011). Eye Tracking: A Brief Guide for Developmental Researchers. Journal of Cognition & Development, 12(1), 1-11. https://doi.org/10.1080/15248372.2011.547447

Franco-Watkins, A., & Johnson, J. (2011). Decision moving window: using interactive eye tracking to examine decision processes. Behavior Research Methods, 43(3), 853-863. https://doi.org/10.3758/s13428-011-0083-y

Ghauri, P., & Grønhaug, K. (2016). Kutatásmódszertan az üzleti tanulmányokban. Budapest: Akadémiai Kiadó. https://doi.org/10.1556/9789630598590

GRIT Report (2018). Retrieved from https://issuu.com/researchshare/docs/grit_q1-q2_2018_final_report

Hensel, D., Iorga, A., Wolter, L., & Znanewitz, J. (2017). Conducting neuromarketing studies ethicallypractitioner perspectives. Cogent Psychology, 4(1), 1-13. https://doi.org/10.1080/23311908.2017.1320858

Holmqvist, K., Nyström, M., Andersson, R., Dewhurst, R., Jarodzka, H., & Van de Weijer, J. (2011). Eye tracking: A comprehensive guide to methods and measures. Oxford: Oxford University Press.

Horváth, D., & Mitev, A. (2015). Alternatív kvalitatív kutatási kézikönyv. Budapest: Alinea Kiadó.

Hubert, M. (2010). Does neuroeconomics give new impetus to economic and consumer research? Journal of Economic Psychology. Special Issue on Decision Neuroscience, 31(5), 812-817. https://doi.org/10.1016/j.joep.2010.03.009

Huszár, S. & Pap, K. (2016). Revolutioning marketing research? A critical view on the promising neuromarketing. In Lengyel I. & Vas Zs. (Eds.), Economics and Management of Global Value Chains (pp. 157-166). Szeged: Szegedi Tudományegyetem.

Kotler, P., & Keller (2016). Marketingmenedzsment. Budapest: Akadémiai Kiadó. https://doi.org/10.1556/9789630597784

Król, M., & Król, M. (2017). A novel approach to studying strategic decisions with eye-tracking and machine learning. Judgment & Decision Making, 12(6), 596-609.

Lahey, J. N., & Oxley, D. (2016). The Power of Eye Tracking in Economics Experiments. American Economic Review, 106(5), 309-313. https://doi.org/10.1257/aer.p20161009

Laubrock, J., Engbert, R., Rolfs, M., & Kliegl, R. (2007). Microsaccades are an index of covert attention: Commentary on Horowitz, Fine, Fencsik, Yurgenson, Wolfe. Psychological Science, 18(4), 364-366. https://doi.org/10.1111/j.1467-9280.2007.01904.x

Loken, B. (2006). Consumer Psychology: Categorization, Inferences, Affect, and Persuasion. Annual Review Of Psychology, 57(1), 453-485. https://doi.org/10.1146/annurev.psych.57.102904.190136

Neulinger Á. (2016). Több-módszertanú és vegyes módszertanú kutatások. Korreferátum Simon Judit „kutatás-módszertani trendek a marketingben” című tanulmányához. Vezetéstudomány, 47(Marketingtudományi Különszám), 63-75.

Nielsen, J., & Pernice, K. (2009). How to conduct eye tracking studies. Retrieved from https://media.nngroup.com/media/reports/free/How_to_Conduct_Eyetracking_Studies.pdf

Nógrádi-Szabó, Z. (2017). Hiszem, amit látok, vagy látom, amit hiszek? Etnográfia a kvalitatív piackutatásban a terepmunkától a videofilmig. Vezetéstudomány, 48(12), 61-70. https://doi.org/10.14267/VEZTUD.2017.12.07

O'Connell, B., Walden, S., & Pohlmann, A. (2011). Marketing and Neuroscience. What Drives Customer Decisions? American Marketing Association, White Paper. Retrieved from http://www.hoffmanmarcom.com/ama/white-papers/White%20Paper%20Neuroscience%20what%20drives%20cust%20descisions.pdf

Picott, G. (2015). Tracking at the Crossroads. Retrieved from https://www.millwardbrown.com/docs/default-source/insight-documents/points-of-view/Millward_Brown_POV_Tracking_at_the_Crossroads.pdf

Pintér J., & Rappai G. (2007). Statisztika. Pécs: PTE KTK. Reimann, M., Schilke, O., Weber, B., Neuhaus, C., & Zaichkowsky, J. (2011). Functional Magnetic Resonance Imaging in Consumer Research: A Review and Application. Psychology & Marketing, 28(6), 608-637. https://doi.org/10.1002/mar.20403

Sands, S. F. (2009). Sample Size Analysis for Brainwave Collection (EEG) Methodologies. Retrieved from http://www.sandsresearch.com/assets/white-paper.pdf

Sánczes, E. (2015). Neuromarketing, Interview with Elissa Moses (I/III), IPSOS Executive VP of Neuro and Behavior Science Innovation Center. Retrieved from http://lets-neuromarketing.it/neuromarketing-interviewwith-elissa-moses-ipsos-1-3/

Simon, J. (2016). Kutatás-módszertani trendek a marketingben. Vezetéstudomány, 47(4), 54-74. Retrieved from http://unipub.lib.uni-corvinus.hu/2352/

Simon, H., Hajnal, A., Kindler, J., Kiss, I., & Csontos, L. (1987). Korlátozott racionalitás: válogatott tanulmányok. Budapest: Közgazdasági és Jogi Könyvkiadó.

Szűcs K. (2014). Válaszadási hajlandóságot befolyásoló attitűdök. In Hetesi Erzsébet – Révész B. (szerk.), Marketing megújulás: Marketing Oktatók Klubja 20. Konferenciája, Szeged. Szeged: SZTE GTK.

Szűcs, K. (2016). Marketingkutatás 2.0.Vezetéstudomány, 47(4), 67–75.

Törőcsik, M. (2011). Fogyasztói magatartás: insight, trendek, vásárlók. Budapest: Akadémiai Kiadó.

Varga, Á. (2016). Neuromarketing, a marketingkutatás új iránya. Vezetéstudomány, 47(9), 55-63.

Downloads

Published

2020-03-07

How to Cite

Lázár, E., & Szűcs, K. (2020). A neuromarketing aktuális helyzete és a mintaelemszámra vonatkozó kihívásai, különös tekintettel a szemkamerás mérésekre. Vezetéstudomány / Budapest Management Review, 51(3), 79–88. https://doi.org/10.14267/VEZTUD.2020.03.08

Issue

Section

Articles