Sinem Eyice Başev is a neuromarketing specialist consultant and academician. She completed her first study in the field of children while she was studying in Master of Business Administration (MBA) program at the University of East London.  This book which examines the effects of TV commercials of Ülker Toto and Kinder Surprise chocolates on Turkish children has adopted both positivist and phenomenological philosophies. Qualitative and quantitative methods were used in combination. Numerical information was collected through a questionnaire created in a semi-structured style and data were collected from 40 children at the age of 8 by using "watch and select afterwards" method which was applied by taking notes about the behavior of the children while they were watching. You can find out about how the data were collected from 40 children at the age of 8 and the relevant results in the book.