2026-09-21T09:58:44Zhttps://dspace.mit.edu/server/oai/requestoai:dspace.mit.edu:1721.1/657852022-01-13T07:54:52Zcom_1721.1_7582com_1721.1_7581col_1721.1_131023
Drazen Prelec.
Nakagawa, Takeshi, M.B.A. Massachusetts Institute of Technology
Sloan School of Management.
Sloan School of Management
2011-09-13T17:52:26Z
2011-09-13T17:52:26Z
2011
2011
http://hdl.handle.net/1721.1/65785
749543037
Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2011.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 130-132).
Recently, various kinds of biosensors have been developed, which can be used by advertising researchers for their research to understand consumer behavior and responses. At the same time, most advertisers have become more sensitive to marketing ROI, so they need to know real audience response to their advertising. I compare several different biosensors, including Pupillometer, Eye tracking system, EEG, and Multiple EEG, and I find the pros and cons of each for the business purposes of advertising and marketing researchers. Pupillometer and EEG are useful for quantitative analysis to measure ROI, and Eye tracking and Multiple EEG are useful for qualitative analysis to modify advertising by creative planners. I use data from several experiments with these biosensors, and analyze these data quantitatively and qualitatively.
by Takeshi Nakagawa.
M.B.A.
132 p.
eng
Massachusetts Institute of Technology
M.I.T. theses are protected by
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http://dspace.mit.edu/handle/1721.1/7582
Sloan School of Management.
The feasibility study of applied neuroscience for advertising and marketing research
Thesis
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Publication
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