The “12th Symposium on Alternative Methods in Marketing Research,” organized in collaboration with our university and the Marketing and Marketing Research Association, was held in Çanakkale on October 24-26, 2024, with our Faculty of Political Sciences coordinating the event. Under the theme "Cognitive and Behavioral Sciences Methods in Marketing," this important symposium brought together domestic and international academics, industry professionals, and students, where leading scholars presented inspiring work on the integration of cognitive methods into the marketing discipline, neuromarketing techniques, behavioral economics, and decision-making processes.

The symposium began with a moment of silence and the Turkish National Anthem, attended by Çanakkale Onsekiz Mart University Rector Prof. Dr. R. Cüneyt Erenoğlu, Vice Rectors Prof. Dr. Evren Karayel Gökkaya and Prof. Dr. H. Levent Dalyancı, Acting Secretary General Oğuz Ünal, Deputy Secretaries General Lect. Dr. Tanju Güdük and Sinan Karabulgu, as well as academics and students. Following the anthem, official opening speeches were delivered by Prof. Dr. R. Cüneyt Erenoğlu, Rector of Çanakkale Onsekiz Mart University; Assoc. Dr. Erkan Bil, Chair of the Symposium Organizing Committee; and Prof. Dr. Selçuk Burak Haşıloğlu, President of the Marketing and Marketing Research Association.

The Organizing Committee Chair, Assoc. Dr. Erkan Bil, highlighted the symposium's theme, emphasizing the crucial role of cognitive and behavioral methods in understanding consumers’ thought processes in marketing strategies.

Rector Erenoğlu, beginning his speech by saying, “We are here to deeply explore the role of behavioral and neuroscience methods in marketing research. This year's theme emphasizes the importance of innovative approaches in the rapidly evolving world of marketing. Such an important academic platform offers a great opportunity to discover new methods that will revolutionize the marketing world,” expressed his pleasure in contributing to science and hosting such events as Çanakkale Onsekiz Mart University, and extended his thanks to everyone involved in the symposium.

Innovative Approaches in Behavioral Sciences and Marketing Studies

After the opening ceremony, the symposium’s first session, titled "Current Issues in Behavioral Research," began with an introductory presentation by Faculty Research Assistant Mert İnal. The panel, moderated by Assoc. Dr. Erkan Bil, included contributions from Prof. Dr. Zhuanghua Shi of Ludwig Maximilian University in Germany, Prof. Dr. Behçet Yalın Özkara of Eskişehir Osmangazi University, and Asst. Prof. Dr. Barnabas Szaszi of Eötvös Lorand University in Hungary. Panelists presented detailed insights into the applications of behavioral sciences in marketing research and innovative approaches.

Following the panel, Dr. Artyom Zinchenko of Ludwig Maximilian University delivered a presentation titled “Neural Networks to Consumer Networks: EEG in Research and Marketing,” emphasizing the importance of advanced neuroscience methods like EEG in marketing research.

A roundtable moderated by Prof. Dr. Behçet Yalın Özkara followed, where intersections between behavioral sciences and marketing research were discussed. This session facilitated extensive information exchange between academics and industry representatives.

New Cognitive and Behavioral Methods and Technological Applications in Marketing

The second day of the symposium began with a presentation by Assoc. Dr. Nihan Tomris Küçün from KTO Karatay University titled “Eye Tracking and Galvanic Skin Conductance Response: Design, Application, and Analysis.” Küçün provided information on how measurement methods such as eye tracking and skin conductance contribute to marketing research, sharing significant insights into design and analysis processes.

In the afternoon, Asst. Prof. Dr. Barnabas Szaszi conducted a session titled “Exploring the Generalizability of Behavioral Science Findings,” discussing how findings in behavioral sciences can be adapted to various marketing areas in a comprehensive manner.

The symposium’s final session concluded with Prof. Dr. Zhuanghua Shi’s presentation, “The Attention Economy and Related Methods in Cognitive and Behavioral Sciences.” Prof. Dr. Shi shared striking examples from his work on the attention economy with the participants.

Cultural Tour and Closing

On the third day, a social program was organized for participants, offering academics and industry representatives from different countries and cities the chance to explore Çanakkale's historical and cultural richness. Participants visited cultural heritage sites, including the Troy Museum, Troy Archaeological Site, and Assos Ancient City, ending the symposium with unforgettable memories.