The comparison of survey and neuromarketing methods in measurement of brand personality perception

With the emergence of the winning pace of globalization and technological developments have gained a new dimension to marketing. Researchers grasp the fact that traditional methods are inadequate, they entered into an effort to find a direct way to the consumer's brain. Thus emerged neuromarketing research methods. Turkcell and Vodafone's brand consistency compared to each other's personality measured by traditional research methods of this study, questionnaires and EEG analysis method using both methods of neuromarketing research methods were determined. The implementation of the first phase of the research survey method with Aaker 's 42 brand personality attributes were subjected to frequency analysis. In the first part of the study on 30 participants Turkcell and Vodafone's brand personality dimensions were uncovered and adjectives. Made frequency analysis result of the outstanding attributes of brand personality is important aspect to create the basis for the second trial. After about 1 week, the second phase of the sample forms for the same EEG analysis method research Turkcell and Vodafone 's prominent brand personality attributes are shown and their response to the statements of the participants were measured. Both of these methods to the analysis results, EEG analysis of the findings obtained from, it can be said that in line with the survey method. But both methods of expression based on the verbatim statement expressed earlier to give the same results, regardless of the fact that supports the statement in the mind of the consumer. The reduction in the number of the starting of the results from the survey after survey analysis applied to the results of EEG analysis highlights the brand personality attributes of the EEG method, the survey shows that the method can be considered as a filter. Research to be presented in comparison of the two methods used in the future and it is important in terms of providing clues about the research methods envisaged. Keywords: Neuromarketing, Neuromarketing Researches, EEG Analysis, Traditional Researches, Survey Method, Brand Personality