Neuro Re­search Design

Course content

Asking people is common in marketing research and it still has advantages. On the other hand, for getting insights into nonconscious, spontanious and impulsive decisions, new research tools need to be taken into consideration. Neuro research design refers to such a new marketing toolbox, which contains of both technical equipment and ways of planning experimental research. The goal for this course is to give an overview of this new toolbox and provide insights into opportunities and drawbacks in neuro research designs. The course makes use of literature review for knowing the trends over the last decades and real life cases to enhance student’s ability to plan, set up, and analyze data from neuromarketing studies. There will be group presentations in class followed be a discussion lead by opposing groups and feedback from the teacher.