What is neuromarketing? How is neuromarketing used by marketers?
What will be an ideal response?
Neuromarketing involves measuring brain activity to learn how consumers feel and respond. Marketing scientists using MRI scans and EEG devices have learned that tracking brain electrical activity and blood flow can provide companies with insights into what turns consumers on and off regarding their brands and marketing. Companies ranging from PepsiCo and Disney to Google and Microsoft now hire neuromarketing research companies to help figure out what people are really thinking. Although neuromarketing techniques can measure consumer involvement and emotional responses second by second, such brain responses can be difficult to interpret. Thus, neuromarketing is usually used in combination with other research approaches to gain a more complete picture of what goes on inside consumers' heads.
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A major manufacturer of men's shaving products has developed a prototype of an electric shaver featuring a vacuum attachment to capture virtually all hair. It's targeted to men who have facial hair - beards, mustaches, or goatees who like a trimmed appearance but dislike all the hairs that fall into the sink or bathroom counter top. The engineers create several prototypes and have members of their marketing research team gauge consumer response to the new product by conducting personal interviews with men who have facial hair. The company hopes that if the product is favorably received, the new product will be more successful in the marketplace. This is an example of:
a. ?concept testing b. screening c. ?test marketing d. ?commercialization
________ is a form of internal consistency reliability in which the items constituting the scale are divided into two halves, and the resulting half scores are correlated
A) Split-half reliability B) Test-retest reliability C) Alternative-form reliability D) Random reliability E) Correlated half-scores
Veena needs to make a change to her organization, as a competitor has come in and threatened to take away a large portion of her sales. Which of the following best describes the type of change she is engaging in?
A. proactive B. incremental C. radical D. reactive
Saying that the new clarity from the Hubble Telescope is like a company's self-examination is:
a. an example b. a comparison c. both of the above d. none of the above