1 - 7 of 7 articles
Purpose – To introduce the contents of the special issue, and provide an integrative overview of the development of observational methodologies in marketing research, as well as some directions for the future. Design/methodology/approach – A historical review of the development of observational...
Purpose – The purpose of this paper is to provide a brief overview of the methodology of several brain imaging techniques and in particular, functional magnetic resonance imaging (fMRI) and its potential implications for market research. The aim is to enable the reader both to understand this...
Purpose – The purpose of this paper is to examine consumer emotions and the social science and observation measures that can be utilised to capture the emotional experiences of consumers. The paper is not setting out to solve the theoretical debate surrounding emotion research, rather to provide...
Purpose – To describe the utility of three of the main cognitive neuroscientific techniques currently in use within the neuroscience community, and how they can be applied to the emerging field of neuromarket research. Design/methodology/approach – A brief development of functional magnetic...
Purpose – To bring to the fore, the importance of observational methods in research in marketing. Design/methodology/approach – A synthesis and reflective comments based on experience of the use of qualitative methods. Findings – Research in marketing tends to stick to mainstream, verbal methods...
Purpose – The purpose of this paper is to propose that sales managers use mobile technologies in the working environment to communicate and supportively monitor sales person performance. Design/methodology/approach – A model of supervisor monitoring using mobile technologies is conceptualized...
Purpose – Consumer researchers and marketing practitioners increasingly appreciate the potential of videography to generate better insights into consumers' behaviours. The purpose of this paper is to introduce the Mindcam research methodology as an addition to the videographers tool‐kit, which...
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