Contemporary data exploration technologies in marketing

The development of research in the area of neuromarketing and functioning of the human brain lets better get to know consumer behavior. The knowledge about the buyer become more accurate, if is developed as a result of an interdisciplinary look at determinants of their activities. The article presents the possible applications of biometric examinations, such as: Functional Magnetic Resonance Imaging (f MRI), Electroencephalography (EEG), Electromyography (EMG), Eye Tracking, in marketing in order to better understand consumer behavior.
Wąsikowska B.: Contemporary data exploration technologies in marketing, Studia Informatica: Computer Science – Methods, Models, Applications nr 32, 2013 r., s. 137-149.
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