UAL – L. Siebert
Lecture Ready 3 – Chapter 1
New Trends in Marketing Research
Name:
SYMBOLS AND ABBREVIATIONS:
Write the symbols and abbreviations that you used in your notes.
Symbols in My Notes
Abbreviations in My Notes
Question: How would you evaluate your use of symbols and abbreviations in your homework notetaking?
_____ I used a good amount of both symbols and abbreviations
_____ I need to use more symbols but I had enough abbreviations
_____ I need to use more abbreviations but I had enough symbols
_____ I need to use more of both symbols and abbreviations
ORGANIZATION:
Describe the topic and organizational plan for the lecture from your notes. Write your description in
complete sentences and in paragraph form on the lines below.
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UAL – L. Siebert
LECTURE TRANSCRIPT:
Look at this transcript from the lecture about how neuromarketing works. Rewrite your notes for this
part of the lecture in the box.
So here’s how it works. While a test subject is connected to the MRI machine, researchers might
show him a picture, maybe of a person like Arnold Schwarzenegger, or an activity like rock
climbing, or they might show him a new TV commercial they’ve created. At the same time, the
researchers are looking at a picture of the person’s brain, at the activity going on inside the brain
as the person looks at the image. They look at which parts of the brain are being used and the
patterns of activity between areas of the brain. OK. You see, where in the brain something is
processed suggests to the marketers how people are processing it, OK or thinking about it. And
this is because the brain uses different areas to do different things, and researchers now know a
lot about where different functions of the brain are located.
So, do you understand? Different areas of activity in the brain can suggest to researchers if a
person is responding positively or negatively to something and how strongly. Interesting, huh?
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UAL – L. Siebert
Now, look at your teacher’s sample notes for this part of the lecture on the
screen. Copy your teacher’s notes in the box.
Question: In what ways are your notes and your teacher’s notes for this part
similar or different?
Similarities:
Differences:
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UAL – L. Siebert
RETREIVAL AND APPLICATION:
True or False: Answer the questions T for True or F for False. If the question is False, correct it. Also,
circle and label the place in your notes where you found the correct information.
1. _____ The process of how neuro-marketing works begins with showing pictures to participants.
2. _____ In the part of the lecture about how neuro-marketing works, after describing the process,
the lecturer described two examples.
3. _____ The first example about how neuro-marketing works was done by the Baylor College of
Medicine in 2006.
4. _____ The second example used MRI technology to see how women reacted to pictures of cars.
5. _____ One concern about the abuse of neuro-marketing is that information gathered from
neuro-marketing might be used to unconsciously influence people.
Paragraph Short Answers: Use your Chapter 1 notes to answer the following questions. Your answers
should be written in complete sentences using grammar structures appropriate for level 4 learners.
1. How is neuromarketing research different from other marketing research?
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UAL – L. Siebert
2. In the cola taste tests, what were the results of the blind taste test? How did the results change
when the brand names were given?
3. Why are some people concerned about neuromarketing research?
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