Quantitative versus qualitative in neuromarketing research

Marketing research methods continuously develop and over the last decade technology offered solutions to improve this area. Traditional marketing research methods fail at some point in certain cases, and since emotions are mediators of how consumers process marketing messages, understanding of cognitive responses to advertisements have always been a challenge in methodology. Neuromarketing is the branch of neuroscience research that aims to better understand the consumer through his unconscious processes and has application in marketing, explaining consumer's preferences, motivations and expectations, predicting his behavior and evaluating successes or failures of advertising messages. In this context, this study aims to analyze relatively new alternative techniques in neuromarketing research, from quantitative and qualitative perspectives. After presenting the common space between quantitative research and neuromarketing research, respectively between qualitative research and neuromarketing research, the study will conclude on whether neuromarketing research is closer to a quantitative approach, or to a qualitative one.