Neuromarketing in Bosnia and Herzegovina

Ing. Vildana Karalić

Master's thesis

Abstract:

The aim of this thesis is to examine potentials and pitfalls of neuromarketing research techniques, especially in comparison to traditional marketing research techniques with focus on market of Bosnia and Herzegovina. Moreover thesis provides insight into perception of neuromarketing in this market and it investigates the linkage between used marketing research techniques and company success, suggesting the optimal ways of usage to achieve goals of the company. The thesis is constructed of a theoretical part which presents basic principles of neuromarketing as well as traditional marketing research. Furthermore, an overview of company success and neuromarketing in a B2B aspect is provided. Next part of the thesis is the empirical part in which by the means of in-depth interviews needed data was collected. The data was further analyzed through the principles of qualitative research techniques and results were presented. Overall results of data gathered and processed showed the importance of synergy and complementary relation of neuromarketing and traditional marketing research, it also indicated importance of marketing research for the success of the company and it presented some potential implications for decision makers. Market of Bosnia and Herzegovina is in a developing stage but the awareness in regards of new approaches to marketing research is much higher than expected. In comparison to the developed economies there is still a lot of potential for improvement, but the environment is dynamic and positive changes are expected in the future. Neuromarketing as a part of marketing research will be a definite part of this change in this market.

Keywords

Neuromarketing, marketing research, traditional marketing research, company success, effectiveness, Bosnia and Herzegovina

Language used: English

Date on which the thesis was submitted / produced: 9. 5. 2016

Thesis defence

• Date of defence: 13. 6. 2016
• Supervisor: doc. Ing. Alena Klapalová, Ph.D.
• Reader: Ing. Anida Krajina

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management (Eng.)