Istota oraz metody badań neuromarketingowych
Essence and methods of neuromarketing research

Summary/Abstract: Neuromarketing and neuromarketing research are a new area of science beginning to play a significant role in marketing. It also provokes a vivid marketing discussion. Marketing research is aimed at defining the role of brain reaction on marketing stimuli. The article undertakes an attempt to present the idea of neuromarketing research and the research methods. The research methods are sourced from neurology. The greatest attention was put on encephalography (EEG). There was also an analysis of potential for the method of its application and usage in advertising research. For that reason there was a laboratory experiment conducted with the presence of 20 people, aged 20-25. It proved the usability of the method in projecting efficient advertising campaigns. There were the limitations of the usage of technology enabling the process of brainwaves monitoring in neuromarketing research. The ethical issues related to neuromarketing were also highlighted.

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