Publications
Magazines Authors ArticlesLatest Articles
Library Articles Event Reviews Course Reviews Technology ReviewsCareers in Qual
Qual as a career choice A typical qual projectResources
Glossary of terms Past, Present, Future Recruiter Accred (RAS)Quick Answers
Running Projects Running Groups Books and Reading ListNeuro-psychology
Theories and knowledge about brain structure and function and their relationship to human phenomena such as memory, emotion, and consciousness.
Developing rapidly since the advent of MRI scanning technology (allowing the study of living brains), this field of enquiry has raised several interesting and controversial questions relevant to market research. These include questioning assumptions about the relationships between memory, awareness and emotion in the understanding of brands and advertising.
Related Terms
About the AQR Glossary:
This glossary is compiled and maintained by the Association for Qualitative
Research, the foremost authority on qualitative practice, training and
innovation, and the global hub of qualitative thinking.
If you are a qualitative research consultant or a business offering qualitative
research services, please consider joining the AQR and supporting the organisation.