Videography: ‘new kid on the research block’ or significant contribution to consumer research?
Ferguson, Shelagh; Todd, Sarah
Videography may be the ‘new kid on the research block’ but what is the actual contribution to consumer research? This paper examines the value of videography as a method with which to enhance our understanding of consumer behaviour. It is compared and contrasted with other popular qualitative consumer behaviour research methods. Tools of analysis such as hermeneutics, discourse and thematic analysis are considered with regard to videography, including a look at the extent to which these tools require adaptation, while conceptual in orientation, a case study is presented in an attempt to develop some of the issues identified.
Publisher: University of Otago
Series: Marketing Working Paper Series
Research Type: Working Paper
To appear in the European version of Advances in Consumer Research in April 2006.