
The main question is: Should Neuromarketing research be closer to quantitative or qualitative approach?
Qualitative research is an in-depth exploration of what triggers people on a particular subject: their feelings, perceptions, decision-making processes, and so on. The most common forms of qualitative research are focus groups and depth interviews. Qualitative research will provide a much deeper understanding of how the target market thinks, but it does not provide data that can be projected and derived, so results cannot be generalized.
On the other hand, quantitative research can be generalized, as it employs...