Chapter 19
Five Things You Need to Know about Neuromarketing Studies and Measures
In This Chapter
Seeing how good experiments work
Understanding validity and reliability of neuromarketing metrics
Looking at what reverse inference is and why it matters
Knowing what statistics to expect in neuromarketing studies, now and in the future
Appreciating how normative data connects neuromarketing to real-world business decisions
Whether you’re planning a neuromarketing study of your own, interviewing a neuromarketing vendor, or just discussing neuromarketing around the water cooler, this chapter covers five things you need to know to be a smarter consumer of neuromarketing and, if necessary, a smarter critic:
You need to be able to judge the quality of experimental designs.
You need to be clear ...
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