Getting started with EEG data I want to get started with getting signals from EEG and learning on how I can read data. I have some programming skills, so designing a database and manipulating data with ruby (python seems also cool, but never worked with) wouldn't be a problem, but I don't know where to start.

I'm interested in Neuromarketing because I'm working in advertising, but health is in my heart.

So can anyone please send me some books on what data I can get from EEG (theory) and what hardware should be good to use? Also books on how I can easily develop and calculate the data (emotiv sounds nice but not much electrodes and may not be working well, however for that money maybe good to begin with).

So something like getting started with EEG... Like with programming my first "Hello world" :)

UPDATE: Bought EPOC EEG Research edition :) And there I can even choose, I think I will go with ruby then :)
But still need some very basic book on how to get long with all that data, I had suggestion on Introduction to Event Related Potential Technique and is there some easier to learn video tutorial or book... real basics :)
Steven J. Luck's "An Introduction to the Event-Related Potential Technique" is a great beginner's book on EEG. It's basic but not too simple, and it goes into the structure of the signals as well as into issues on experimental design.