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dc.contributor.authorFerguson, Shelaghen_NZ
dc.contributor.authorTodd, Sarahen_NZ
dc.identifier.citationFerguson, S., & Todd, S. (2005). Videography: ‘new kid on the research block’ or significant contribution to consumer research? (Marketing Working Paper Series). University of Otago. Retrieved from
dc.descriptionTo appear in the European version of Advances in Consumer Research in April 2006.en_NZ
dc.description.abstractVideography 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.en_NZ
dc.publisherUniversity of Otagoen_NZ
dc.relation.ispartofseriesMarketing Working Paper Seriesen_NZ
dc.subject.lcshHF Commerceen_NZ
dc.subject.lcshHF5601 Accountingen_NZ
dc.titleVideography: ‘new kid on the research block’ or significant contribution to consumer research?en_NZ
dc.typeWorking Paperen_NZ
dc.description.versionIn Pressen_NZ
otago.openaccessAbstract Only, New Zealanden_NZ
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