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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/neuromarketing-toolbox
课程评论：没有评论
课程名称：神经市场营销工具箱 课程概述：通过询问人们进行市场研究一直是一种常见方法，并且确实有其优势。然而，如果您想深入了解消费者决策的非意识层面，您需要在研究工具箱中使用其他研究工具。神经市场营销利用了这种扩展的工具箱，包含技术设备和实验研究的方法。此课程的目标是让您全面了解这一快速发展的工具箱，从简单的网络摄像头到眼动追踪，再到复杂的脑扫描仪。课程将引导您进行当代文献回顾，帮助您了解过去几十年该研究领域的发展。 课程大纲： - 第一周：神经市场营销简介 本周将为您提供神经市场营销中不同测量工具的概述。 - 第二周：眼动追踪 眼动追踪技术用于测量视觉注意力。本周您将了解该技术何时及如何应用于视觉感知的研究。 - 第三周：唤起与情感 1 本周您将理解唤起作为人类行为的基础，以及如何测量唤起。 - 第四周：唤起与情感 2 本周您将学习测量唤起和情感反应的具体技术。 - 第五周：大脑简介 本周将介绍人类大脑，指导您了解各个脑区及其相应的功能。 - 第六周：脑扫描 本周您将学习关于脑扫描技术的具体内容以及它们的优缺点。
Name:Week 1: Introduction to Neuromarketing
Description:This week will give you an overview of the different measurement tools within neuromarketing.
Name:Week 2: Eye-Tracking
Description: Eye-tracking measures visual attention and in this week you will get to know when and how the technique can be applied to research on visual perception.
Name:Week 3: Arousal & Emotions 1
Description:In this week you will get to understanding arousal as the fundament of human behavior, and how it can be measured.
Name:Week 4: Arousal & Emotions 2
Description:In this week you will learn about the specific techniques to measure arousal and emotional responses.
Name:Week 5: Introduction to the Brain
Description:This week gives an introducing the human brain. It is your guide to brain regions and their respective functions.
Name:Week 6: Brain Scanning
Description:In this week you will learn about the specific brain-scanning techniques and their related forces and drawbacks.
Doing marketing research by asking people has been a common method and does still have advantages. On the other hand, if you want insights into the non-conscious interpretations of a consumer’s decision, then you need other research tools in your research toolbox. Neuromarketing makes use of such an extended toolbox, containing both technical equipment and ways of doing experimental research. The goal for this course is to give you an overview of this fast developing toolbox ranging from simple web-camera, to eye-tracking, and to complicated brain-scanners. The course guides you through a contemporary literature review, giving you insights into the last decades of development within this field of research.
