Métodos de investigación científica

Final term work

Profesor a cargo de la materia:

Javier Leonardo Gonzalez Rodriguez

Estudiantes a cargo del trabajo:

Mariana Zamudio, María Paula Callejas Serrato, Diana Sofia Morales y Esteban Lopez

Bogotá D.C

Agosto 2023
 2. Select the search terms or keywords, derived from the research questions or topic.
There must be at least 5 or more words to proceed with the search in Scopus.

How the application of neuromarketing can help in Brand promotion and customer behavior?

Keywords:

Neuromarketing

Brand

Promotion

Customer behavior

Application

Search Equation:

Application OR neuromarketing AND branding OR promotion AND customer OR

behavior.

4. Submit evidence: 5 keywords, image search equation in scopus with operators, image
refining by articles, books, by time, by subject etc
6. Evidence: attach csv or bibtext database to be analyzed in bibliometrix.

Analysis:
The most important information graph provides a range of years in which the 46
documents were written, this allows us to segment and/or select the documents that
are in the last 5 years in order to develop research with greater relevance based on the
data that have been investigated today. This graph also allows us to identify the
 relevance and use of these resources and documents in other works, showing the
citations, authors, and keywords related to marketing and brand promotion.

7. Show the relevance of the topics that characterize the research with the graph of
the thematic map, here an analysis will be made according to the 4 quadrants.

Analysis:
In this space, we can find 4 quadrants, in the upper left quadrant we can find the niche
topics, where we work in a very strong way to be able to find in words the core of the
topic, in the same way we can say that in our search we do not see in a very
intensified way a topic there. For the upper right quadrant, we will see the motor
themes for our search, giving in this field the emotions of consumers towards a
product or sensation studied by means of an eye-tracker and the article Human
consumer attitude, where we will see the preferences and actions of consumers in
front of a theme. In the same way, it will be evidenced that in the lower right area, a
great deck of the basic topics that could be found in the searches carried out, being
this topic neuromarketing, marketing decision-making, and marketing decision-
making, being the most important ones. In the same way, it will be possible to be
evidenced that in the right inferior area a great deck of the basic topics that could be
 found in the searches made, being this topic neuromarketing, marketing decision-
making, and finally in the left inferior quadrant we will be able to see that the topics
in an emergency or that simply are no longer looked for are found, thus it is seen that
the information that would give us our marketing strategy and decision-making, this
considering that these topics are found in solitary here and not accompanied by the
studies of neuromarketing. It should be clarified that a theme in the middle and
highlighting of motor and niche theme would be brain mapping magnetic resonance
imaging, thus, being an interesting point for your work and controllable for the basic
question we want to solve.

8. Explains the usefulness of using R in a research work, reflected in the conclusion

of the document as evidence.

● It is handy to use R in a research paper because it helps us focus our research on

specific topics that allow us to answer the research question, it also allows us to
identify the most relevant documents, with the purpose of in order to guide us to a
greater extent to the objectives that we set and want to achieve.
● From another perspective, R will help us to determine classifying factors for research,
from the ideas, words, and main characteristics according to all the authors consulted,
such as mapping worldwide, repeated and important concepts according to the
collection of documents and at the same time lets us see the characteristics that are
repeated, emerging or eliminated ideas and niches that we can use, thus becoming a
complete system for the collection of information for the development of scientific
work and bases.
● It is a platform that will serve as primary support for the comparison of information
found in the archives in order to draw the strongest and most decisive idea for a study
or research idea, thus creating a support network with verified and attractive data.
9. Attach a document with the requested graphs with a synthetic analysis of each one
and conclusions.

1.

Analysis:
In this graph, it can be seen that it is divided by color, so it can be said that the United
States and India generate a great relationship and documentation on neuromarketing
in the market, in the same way, it can be seen that the following countries have more
information and search for marketing strategies, being these: China, Norway,
Colombia, Spain and Italy, and to a lesser extent Brazil, Australia, South Korea,
Canada, Mexico and Chile. Shows where you can find data collection, information
studies, and uses of revolutionary techniques in the market. Focusing on the strengths
of this sector.
2.

Analysis:
In this graph, we can see three colors (green, blue, and red) each one of them is a
group of words, and each one of them (by group) has a higher valuation among
themselves, in this way, you can start a research map with in order to address and
break down each of the terms necessary to answer the research question. In general
terms, this graph allows us to add each of the most important terms of the main topic,
it also allows us to have clear objectives and purposes.
3.

Analysis:
This is the thematic evolution map of keywords between 2008 and 2023 in the field of
Marketing, related to the research topic in the application of neuromarketing by
influencing customer behavior or tracking their conduct and preferences, That is why
the map includes words like Commerce, Neuromarketing, human, article, male and
support vector machine. Some of these topics are related to each other in the
documents, books, and articles found with the research equation in Scopus. This
algorithm recollects all the information that has these topics and organizes them by
most relevant to the research topic, so most of them may have connections and
include information similar to other documents. That is why this graph shows how the
relevant topics in this area have been used over the years and how are they all
connected.
4.

Analysis:
In this section, we notice that all the authors have something in common, the number
of documents related to these topics. All these ten authors are equally relevant to the
topics related to the documents found and the main idea of the research question. All
of them are organized in alphabetical order by their last name, so it is not important
the order in the vertical part, the first ones are not more relevant than others.
5.

Analysis:
The interpretation of this grouping of sources through Bradford's Law implies
recognizing the importance of concentrating resources on a limited number of main
sources and how these influential sources can guide the direction of our research and
knowledge formation in the field of neuromarketing. By understanding which journals
or sources are in the core and which are in the crown, we can make informed
decisions about where to publish, which sources are most influential, and where they
can find the most relevant papers for our research.
6.

Analysis:
Analyzing this collaboration network graph provides us with valuable insight into
how lead authors interact in the field of neuromarketing and how they collectively
contribute to advancing the field.

Conclusions

As a conclusion, Bibliometrix provides us an essential tool to analyze research topics due

to its ability to reveal patterns, trends and connections in scientific production. From
the identification of influential authors to the visualization of collaborative networks,
the use of this tool also provides valuable information for strategic decision-making
and the direction of future research, since its quantitative and visual approach helps to
better understand the academic landscape and take full advantage of emerging
opportunities in the field of study. In this case, the Marketing field has an extensive
area in which studies and investigations help during the research for the specific topic
in which this project is focused, in addition to the visions and points of view where we
can analyze, take a stand and argue based on data, science studies and reliable sources
such as the previously mentioned documents.