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master's thesis
Primjena novih tehnika u istraživanju marketinga
Pula: University of Pula, 2021. urn:nbn:hr:137:720770
Fundek, Sanja
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

Institutional repository: Digital Repository Juraj Dobrila University of Pula

Cite this document

Fundek, S. (2021). Primjena novih tehnika u istraživanju marketinga (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:720770

Fundek, Sanja. "Primjena novih tehnika u istraživanju marketinga." Master's thesis, University of Pula, 2021. https://urn.nsk.hr/urn:nbn:hr:137:720770

Fundek, Sanja. "Primjena novih tehnika u istraživanju marketinga." Master's thesis, University of Pula, 2021. https://urn.nsk.hr/urn:nbn:hr:137:720770

Fundek, S. (2021). 'Primjena novih tehnika u istraživanju marketinga', Master's thesis, University of Pula, accessed 14 January 2025, https://urn.nsk.hr/urn:nbn:hr:137:720770

Fundek S. Primjena novih tehnika u istraživanju marketinga [Master's thesis]. Pula: University of Pula; 2021 [cited 2025 January 14] Available at: https://urn.nsk.hr/urn:nbn:hr:137:720770

S. Fundek, "Primjena novih tehnika u istraživanju marketinga", Master's thesis, University of Pula, Pula, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:137:720770

Metadata
TitlePrimjena novih tehnika u istraživanju marketinga
Title (english)Application of New Techniques in Marketing Research
AuthorSanja Fundek
MentorDragan Benazić (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2021-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Na tržište se svakodnevno lansira velik broj novih proizvoda, od kojih tek nekolicina doživi uspjeh. Hoće li neki proizvod biti uspješan ili ne, ne ovisi samo o njegovoj funkcionalnosti i karakteristikama, već i o mnogim drugim faktorima kao što je ponašanje potrošača. Kako bi se istražilo ponašanje potrošača, marketeri koriste različite tehnike i metoda kojima bi razumjeli što se događa u svijesti potrošača. Neuromarketing je neuroznanost koja se primjenjuje na marketing. Istraživači koriste tehnologije koje promatraju moždanu aktivnost i biometriju kako bi utvrdili kako potrošači fiziološki reagiraju na marketinške poruke.Neuromarketing uključuje izravnu upotrebu slike, skeniranja ili druge tehnologije mjerenja moždane aktivnosti za mjerenje reakcije ispitanika na određene proizvode/usluge, pakiranje, oglašavanje ili druge marketinške elemente. Poduzeća diljem svijeta koriste metode i tehnike neuromarketinga kako bi bili što uspješniji na tržištu i bolje razumjeli svoje potrošače.
Abstract (english)
A large number of new products are launched on the market every day, only a few of which are successful. Whether a product will be successful or not depends not only on its functionality and characteristics but also on many other factors such as consumer behavior. To investigate consumer behavior, marketers use a variety of techniques and methods to understand what is going on in the minds of consumers. Neuromarketing is neuroscience applied to marketing. Researchers use technologies that monitor brain activity and biometrics to determine how consumers respond physiologically to marketing messages. Neuromarketing involves the direct use of imaging, scanning, or other brain activity measurement technology to measure respondents ’reactions to specific products/services, packaging, advertising, or other marketing elements. Companies around the world use neuromarketing methods and techniques to be as successful in the market as possible and to better understand their consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:720770
Study programmeTitle: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-09-26 11:27:46