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Neuromarketing For Dummies by Peter Steidl MBA, PhD, Andrew P. Pohlmann, Stephen J. Genco, PhD

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Chapter 19

Five Things You Need to Know about Neuromarketing Studies and Measures

In This Chapter

arrow Seeing how good experiments work

arrow Understanding validity and reliability of neuromarketing metrics

arrow Looking at what reverse inference is and why it matters

arrow Knowing what statistics to expect in neuromarketing studies, now and in the future

arrow Appreciating how normative data connects neuromarketing to real-world business decisions

Whether you’re planning a neuromarketing study of your own, interviewing a neuromarketing vendor, or just discussing neuromarketing around the water cooler, this chapter covers five things you need to know to be a smarter consumer of neuromarketing and, if necessary, a smarter critic:

check.png You need to be able to judge the quality of experimental designs.

check.png You need to be clear ...

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