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Practical Neuromarketing Research

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Practical Neuromarketing Research

This course is part of Neuromarketing Specialization

Instructors: Ian McCulloh

Included with

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5 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Learn classical models of behavior change and the neurocognitive influence model, along with their application in neuromarketing research.
Understand ethical standards for human subjects research, including certification to conduct experimentation in compliance with guidelines.
Develop experimental designs and research protocols, ensuring ethical considerations are integrated in neuromarketing studies.
Gain hands-on experience with biometric, neuroimaging, and psycho-physiological tools to collect and analyze data for behavioral insights.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

12 assignments

Taught in English

91%

of learners achieved a positive career outcome

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Build your subject-matter expertise

This course is part of the Neuromarketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

The course "Practical Neuromarketing Research" offers a deep dive into the intersection of behavioral science and neuromarketing, equipping you with the tools and knowledge to influence consumer decisions effectively. You will explore key behavior change models, including the neurocognitive influence model, and gain hands-on experience with biometric and neuroimaging tools for data collection. As you develop your research protocols, you’ll learn to apply ethical guidelines to human subject research, ensuring compliance with university and federal standards. By analyzing real-world data, you'll gain practical insights into the mechanisms behind influence, persuasion, and counter-arguing.

What sets this course apart is its emphasis on applying theory to practice: from developing experimental designs to exploring cross-cultural neuroscience experiments, you'll walk away with not just knowledge but also the experience needed to advance science and contribute to neuromarketing research. This course is ideal for anyone looking to understand the neuroscience behind consumer behavior and apply it to real-world marketing challenges.

Module details

This course explores models of behavior change, including classical theories and the neurocognitive influence model, with a focus on their application in neuromarketing research. Learners will learn ethical standards for human subjects research and develop research protocols that align with university and federal guidelines. The course also covers experimental design, data collection using biometric and neuroimaging tools, and the analysis of research data. Key skills in counter-arguing and its neural basis are explored within the context of influence theory. Hands-on experience in research analysis and protocol development will be emphasized throughout.

What's included

2 readings1 plugin

This module will introduce the science of influence and persuasion. Understand what drives peoples' behavior and the theory behind influence interventions. These concepts are somewhat counter-intuitive, yet necessary to effectively advance policies, lead teams, and counter the threats of mis and disinformation.

What's included

7 videos3 readings3 assignments1 plugin

7 videosTotal 82 minutes

Cognitive Dissonance9 minutes
Social Conformity and Theory of Reasoned Action, Part 114 minutes
Social Conformity and Theory of Reasoned Action, Part 211 minutes
Neuro-Cognitive Influence9 minutes
Belief Echo and Rumor Correction13 minutes
Narrative Immersion, Part 116 minutes
Narrative Immersion, Part 210 minutes

3 readingsTotal 200 minutes

Reading References80 minutes
Reading References80 minutes
Self-Reflective Reading: Applying Communication Theories to Real-World Challenges40 minutes

3 assignmentsTotal 90 minutes

Influence and Human Behavior60 minutes
Understanding Social Psychology: Key Theories in Judgment and Decision-Making15 minutes
Exploring Influence: Neuro-Cognition, Belief, and Narrative Dynamics15 minutes

1 pluginTotal 3 minutes

Video: Social Judgement Theory3 minutes

This module will explore ethical considerations in human subjects research and neural marketing. You will obtain certification to conduct and support human subjects experimentation.

What's included

6 videos3 readings3 assignments

6 videosTotal 39 minutes

Human Subject Research in Influence and Persuasion5 minutes
History and Basic Principles of Human Subjects Research Ethics10 minutes
IRB Basics4 minutes
Ethical Considerations7 minutes
JHU IRB Processes8 minutes
Neuromarketing Considerations6 minutes

3 readingsTotal 120 minutes

Reading References40 minutes
Reading References40 minutes
Self-Reflective Reading: Ethics in Data Analysis and Neuroscience40 minutes

3 assignmentsTotal 90 minutes

Human Subject Research Fundamentals60 minutes
Ethics in Action: An Introduction to Human Subject Research15 minutes
Navigating Ethics: IRB Processes and Neuromarketing Insights15 minutes

This module will learn to analyze data collected from a range of advanced tools, including biometric, psycho-physiological, and neuroimaging instruments.

What's included

5 videos2 readings3 assignments

5 videosTotal 83 minutes

Strategy of Experimentation13 minutes
Factorial Experiments, Part 121 minutes
Factorial Experiments, Part 218 minutes
Resolution12 minutes
Neuroscience Example19 minutes

2 readingsTotal 20 minutes

Reading References10 minutes
Reading References10 minutes

3 assignmentsTotal 90 minutes

Experimental Design60 minutes
Strategy of Experimentation and Factorial Experiments15 minutes
Resolution in Focus: Neuroscience Applications Explained15 minutes

In this module you will be introduced to a portion of a cross-cultural neuroscience experiment to understand neural synchrony/homophily among biased, opposing sectarian pairs of individuals working on a joint task together. This will introduce the capstone final project. The data was collected shortly after the fall of ISIS in Iraq as politics were at a contentious time. Due to funding re-prioritization, the collected data was never fully analyzed, so there are opportunities to discover new and interesting things and publish findings in academic publications. This is where the course gets really fun, interesting, and creative.

What's included

8 videos2 readings3 assignments1 ungraded lab

8 videosTotal 85 minutes

Data Collection in the Wild8 minutes
iMotions in Car Measurement4 minutes
Deloitte Airport Data Collection6 minutes
SalesBrain Webinar, Part 19 minutes
SalesBrain Webinar, Part 222 minutes
SalesBrain Webinar, Part 39 minutes
SalesBrain Webinar, Part 423 minutes
Neural Homophily4 minutes

2 readingsTotal 95 minutes

Reading References50 minutes
Reading References45 minutes

3 assignmentsTotal 90 minutes

Data Collection in the Wild60 minutes
Innovative Approaches to Data Collection: From the Wild to the Airport15 minutes
Salesbrain Webinar and Neural Homophily15 minutes