Visual Methods in Marketing and Consumer Research
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Visual Methods in Marketing and Consumer Research

Visual Methods in Marketing and Consumer Research

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About the 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.

Table of Contents:
Chapter 1: Introduction Fatema Kawaf and Ofer Dekel-Dachs Chapter 2: Visual Data Sources for Marketing and Consumption History Terrence H. Witkowski Chapter 3: Videographic and Visual Consumer Research: The State of the Art Russell Belk and Robert V. Kozinets Chapter 4: Videography: Philosophical Underpinnings Joel Hietanen and Joonas Rokka Chapter 5: Screencast Videography: Capturing Experience in Virtual Worlds Fatema Kawaf Chapter 6: A Guide to Conducting Participatory Collage Consumer Research Ofer Dekel-Dachs and Emily Moorlock Chapter 7: Lived experience mapping: Getting the most out of longitudinal, complex and emotive stories with participant-generated visuals. Jane Brown and Jillian Dawes Farquhar Chapter 8: Multimodality in Visual Research Erhard Lick Chapter 9: Dissemination of Academic Research Using Visual Methods Chapter editor: Ashleigh McFarlane. Contributors: Ashleigh McFarlane, Natalia Yannopoulou, Koblarp Chandrasapth, Darren Kelsey, Scott Jones, James Cronin, Maria Piacentini, Baptiste Cléret, Holly Porteous, Juliette Wilson and Kathy Hamilton


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Product Details
  • ISBN-13: 9781040050095
  • Publisher: Taylor & Francis Ltd
  • Publisher Imprint: Routledge
  • Language: English
  • ISBN-10: 1040050093
  • Publisher Date: 21 Jun 2024
  • Binding: Digital (delivered electronically)


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Visual Methods in Marketing and Consumer Research
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