- 214 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Visual Methods in Marketing and Consumer Research
About this book
Despite the rising popularity of visual research methods, from images and collages to videos and animations, there is an imminent need for a book that can be a point of reference for learning about visual methods in the field of marketing and consumer research. This book offers a comprehensive outlook of visual research methods in the field, highlighting their value and offering a practical guide for researchers. Building on the experiences and discussions of both experienced and aspiring visual researchers, the editors present this book as a 'go?to' guide for doing visual research in marketing and consumer research.
This book encompasses nine chapters guiding the readers through the ABCs of visual research from philosophy to data collection and analysis, with a dedicated chapter on research dissemination. You can expect detailed discussions on the ontological and epistemological stance of visual research as well as an elaborate yet simple to follow guide of all aspects of data collection for various forms of visuals, be it static images, memes, collages, videos, animations and so on.
The purpose of this book is not only to highlight the value of visual methods in consumer research but also to move this work on and offer a 'go-to hands-on guide' for novice visual researchers and PhD candidates who wish to conduct rigorous visual research. It will be a valuable resource not only for those particularly across marketing disciplines, including consumer research and behaviour, but also for visual researchers in fields such as sociology and anthropology.
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Information
Table of contents
- Cover
- Half Title
- Series Page
- Title Page
- Copyright Page
- Table of Contents
- List of contributors
- 1 Introduction
- 2 Visual Data Sources for Marketing and Consumption History
- 3 Videographic and Visual Consumer Research: The State of the Art
- 4 Videography: Philosophical Underpinnings
- 5 Screencast Videography: Capturing Experience in Virtual Worlds
- 6 A Guide to Conducting Participatory Collage Consumer Research
- 7 Lived Experience Mapping: Getting the Most Out of Longitudinal, Complex and Emotive Stories with Participant-Generated Visuals
- 8 Multimodality in Visual Research
- 9 Dissemination of Academic Research Using Visual Methods
- Index