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Scientific paper - Original scientific paper
Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives
Market-Tržište, 33 (2021), 2; 185-203. https://doi.org/10.22598/mt/2021.33.2.185
Vujičić, Maja; Grbac, Bruno; Mozetič, Vladimir

Institutional repository: Repository of the University of Rijeka, Faculty of Economics and Business

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Vujičić, M., Grbac, B. & Mozetič, V. (2021). Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives. Market-Tržište, 33. (2), 185-203. doi: 10.22598/mt/2021.33.2.185

Vujičić, Maja, et al. "Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives." Market-Tržište, vol. 33, no. 2, 2021, pp. 185-203. https://doi.org/10.22598/mt/2021.33.2.185

Vujičić, Maja, Bruno Grbac and Vladimir Mozetič. "Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives." Market-Tržište 33, no. 2 (2021): 185-203. https://doi.org/10.22598/mt/2021.33.2.185

Vujičić, M., Grbac, B. and Mozetič, V. (2021) 'Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives', Market-Tržište, 33(2), pp. 185-203. doi: 10.22598/mt/2021.33.2.185

Vujičić M, Grbac B, Mozetič V. Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives. Market-Tržište [Internet]. 2021 [cited 2024 December 18];33(2):185-203. doi: 10.22598/mt/2021.33.2.185

M. Vujičić, B. Grbac and V. Mozetič, "Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives", Market-Tržište, vol. 33, no. 2, pp. 185-203, 2021. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:192:255797. [Accessed: 18 December 2024]

Metadata
Title (english)Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives
Title (croatian)Doprinosi snimanja funkcionalnom magnetskom rezonancijom istraživanju tržišta: prepreke i perspektive
AuthorMaja Vujičić
AuthorBruno Grbac
AuthorVladimir Mozetič
Author's institutionUniversity of Rijeka
Faculty of Economics and Business
Author's institutionUniversity of Rijeka
Faculty of Medicine
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
Purpose – The purpose of this research is to determine the way functional magnetic resonance imaging (fMRI), as a research tool in neuromarketing, is used and to analyze important elements of conducting such research, as well as defining all relevant terms regarding neuromarketing and consumer neuroscience. Design/Methodology/Approach – The research study focused on conducting an fMRI experiment, using the observation method, survey, and interview methods. Findings and implications – By analyzing all steps in the fMRI experiment procedure and determining how to conduct fMRI research, obstacles in this kind of research were identified to establish what needs to be overcome for proceeding with further studies. Limitations – Numerous limitations included lack of adequate equipment and software, huge administrative barriers, and finding experts capable of conducting this kind of research. Originality – This research study combined the topics of sensory marketing, neuromarketing, and social marketing. Furthermore, it contributes to clearing the path for this kind of research approach in the future, representing a new trend that is here to stay.
Abstract (croatian)
Svrha – Svrha je istraživanja utvrditi način korištenja funkcionalne magnetske rezonancije (fMRI) kao istraživačkog alata u neuromarketingu te analizirati sve važne elemente njegove provedbe, kao i definirati sve relevantne pojmove vezane uz neuromarketing i neuroznanost potrošača. Metodološki pristup – Istraživanje je usmjereno na provođenje fMRI eksperimenta pa su korištene metode promatranja, anketnog ispitivanja i intervjuiranja. Rezultati i implikacije – Analiziranjem svih koraka u provođenju fMRI eksperimenta i određivanjem načina na koji se provodi fMRI istraživanje definirane su prepreke te je utvrđeno što treba prevladati za nastavak daljnjih istraživanja. Ograničenja – Brojna ograničenja uključivala su nedostatak adekvatne opreme i softvera, ogromne administrativne barijere te pronalazak stručnjaka osposobljenih za provođenje ovakve vrste istraživanja. Doprinos – Istraživanje je kombiniralo teme osjetilnoga marketinga, neuromarketinga i društvenoga marketinga. Nadalje, istraživanje doprinosi raščišćavanju putova za ovakvu vrstu pristupa istraživanju u budućnosti kao novom trendu koji dolazi.
Keywords (english)
Keywords (croatian)
Languageenglish
Languagecroatian
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Journal titleMarket-Tržište
Numberingvol. 33, no. 2, pp. 185-203
p-ISSN0353-4790
e-ISSN1849-1383
DOIhttps://doi.org/10.22598/mt/2021.33.2.185
URN:NBNurn:nbn:hr:192:255797
Publication2021
Document URLhttps://hrcak.srce.hr/270696
Type of resourceText
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-04-20 10:33:13