The videographic approach in marketing research Which methodological protocol?
| Autor: | Baptiste Cléret, Aurélie Dehling, Alice Sohier, Julie Leroy, Maud Herbert, Joonas Rokka |
|---|---|
| Přispěvatelé: | Normandie Innovation Marché Entreprise Consommation (NIMEC), Institut de Recherche Interdisciplinaire Homme et Société (IRIHS), Université de Rouen Normandie (UNIROUEN), Normandie Université (NU)-Normandie Université (NU)-Université de Rouen Normandie (UNIROUEN), Normandie Université (NU)-Normandie Université (NU)-Université Le Havre Normandie (ULH), Normandie Université (NU)-Université de Rouen Normandie (UNIROUEN), Normandie Université (NU)-Université de Caen Normandie (UNICAEN), Normandie Université (NU), SKEMA Business School, Centre d'Économie et de Management de l'Océan Indien (CEMOI), Université de La Réunion (UR), emlyon business school, Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 (CRIISEA), Université de Picardie Jules Verne (UPJV), Lille School of Management Research Center - ULR 4112 (LSMRC), SKEMA Business School-Université de Lille, Université de Caen Normandie (UNICAEN), Normandie Université (NU)-Institut de Recherche Interdisciplinaire Homme et Société (IRIHS), emlyon business school (EM), Kedge Business School (Kedge BS), business school, emlyon |
| Jazyk: | angličtina |
| Rok vydání: | 2018 |
| Předmět: |
Marketing
Consumption Computer science 05 social sciences [SHS.ECO]Humanities and Social Sciences/Economics and Finance Data science Toolbox [SHS]Humanities and Social Sciences Audiovisual Sound 0502 economics and business [SHS.GESTION]Humanities and Social Sciences/Business administration 050211 marketing Videography [SHS.ECO] Humanities and Social Sciences/Economics and Finance [SHS.GESTION] Humanities and Social Sciences/Business administration Marketing research Protocol (object-oriented programming) ComputingMilieux_MISCELLANEOUS 050203 business & management |
| Zdroj: | Recherche et Applications en Marketing (English Edition) Recherche et Applications en Marketing (English Edition), SAGE Publications, 2018, 33 (3), pp.85-105. ⟨10.1177/2051570718789870⟩ Recherche et Applications en Marketing (English Edition), 2018, 33 (3), pp.85-105. ⟨10.1177/2051570718789870⟩ Recherche et Applications en Marketing (English Edition), 2018 RAM Recherche et Applications en Marketing RAM Recherche et Applications en Marketing, 2018, 85-105 p |
| ISSN: | 2051-5707 |
| DOI: | 10.1177/2051570718789870⟩ |
| Popis: | International audience; This article proposes a protocol for the videographic method in marketing research. Its aim is to develop the toolbox available to researchers by outlining how academic videography can be used and by identifying the challenges and opportunities inherent in such an approach. Providing researchers with a concrete guide in this way is also a response to the calls for more widespread use of this method in the academic community. The article presents both the application and an evaluation of the videographic method through four successive phases: pre-production, production, post-production and dissemination. This protocol is based on an analysis of the origins of videographic research – primarily North American. This is complemented by an analysis of the corpus of French-language productions presented at national and international conferences, with the aim of providing a broad and non-ethnocentric vision so as to specify the methodological process and the various choices involved, thereby contributing to the development of creative and innovative studies. |
| Databáze: | OpenAIRE |
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