Practical Neuromarketing Research

Practical Neuromarketing Research

本课程是 Neuromarketing 专项课程的一部分

位教师：Ian McCulloh

访问权限由 Coursera Learning Team 提供

5个模块

深入了解一个主题并学习基础知识。

中级等级

推荐体验

2 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

5个模块

深入了解一个主题并学习基础知识。

中级等级

推荐体验

2 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

您将学到什么

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.

您将获得的技能

要了解的详细信息

可分享的证书

添加到您的领英档案

作业

12 项作业

授课语言：英语（English）

了解顶级公司的员工如何掌握热门技能

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Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

积累特定领域的专业知识

本课程是 Neuromarketing 专项课程专项课程的一部分

在注册此课程时，您还会同时注册此专项课程。

向行业专家学习新概念
获得对主题或工具的基础理解
通过实践项目培养工作相关技能
获得可共享的职业证书

该课程共有5个模块

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.

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.

涵盖的内容

2篇阅读材料1个插件

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.

涵盖的内容

7个视频3篇阅读材料3个作业1个插件

7个视频总计82分钟

Cognitive Dissonance 9分钟
Social Conformity and Theory of Reasoned Action, Part 1 14分钟
Social Conformity and Theory of Reasoned Action, Part 2 11分钟
Neuro-Cognitive Influence 9分钟
Belief Echo and Rumor Correction 13分钟
Narrative Immersion, Part 1 16分钟
Narrative Immersion, Part 2 10分钟

3篇阅读材料总计200分钟

Reading References 80分钟
Reading References 80分钟
Self-Reflective Reading: Applying Communication Theories to Real-World Challenges 40分钟

3个作业总计90分钟

Understanding Social Psychology: Key Theories in Judgment and Decision-Making 15分钟
Exploring Influence: Neuro-Cognition, Belief, and Narrative Dynamics 15分钟
Influence and Human Behavior 60分钟

1个插件总计3分钟

Video: Social Judgement Theory 3分钟

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

涵盖的内容

6个视频3篇阅读材料3个作业

6个视频总计39分钟

Human Subject Research in Influence and Persuasion 5分钟
History and Basic Principles of Human Subjects Research Ethics 10分钟
IRB Basics 4分钟
Ethical Considerations 7分钟
JHU IRB Processes 8分钟
Neuromarketing Considerations 6分钟

3篇阅读材料总计120分钟

Reading References 40分钟
Reading References 40分钟
Self-Reflective Reading: Ethics in Data Analysis and Neuroscience 40分钟

3个作业总计90分钟

Ethics in Action: An Introduction to Human Subject Research 15分钟
Navigating Ethics: IRB Processes and Neuromarketing Insights 15分钟
Human Subject Research Fundamentals 60分钟

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

涵盖的内容

5个视频2篇阅读材料3个作业

5个视频总计83分钟

Strategy of Experimentation 13分钟
Factorial Experiments, Part 1 21分钟
Factorial Experiments, Part 2 18分钟
Resolution 12分钟
Neuroscience Example 19分钟

2篇阅读材料总计20分钟

Reading References 10分钟
Reading References 10分钟

3个作业总计90分钟

Strategy of Experimentation and Factorial Experiments 15分钟
Resolution in Focus: Neuroscience Applications Explained 15分钟
Experimental Design 60分钟

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.