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Handbook of Qualitative Research Methods in Marketing

Edited by Russell W. Belk

The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics; research contexts such as advertising and brands; data collection methods such as projectives and netnography; data analysis methods such as metaphoric and visual analyses; presentation topics such as videography and reflexivity; applications such as ZMET applied to Broadway plays and depth interviews with executives; and special issues such as multi-sited ethnography and research on sensitive topics.
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Chapter 25: Camcorder Society: Quality Videography in Consumer and Marketing Research

Robert V. Kozinets and Russell W. Belk


Robert V. Kozinets and Russell W. Belk Imagine taking a trip to your local supermarket, your local shopping mall or the home of a neighbor without the benefit of the accompanying sights and sounds. Clearly our lives as consumers are distinguished not merely by thoughts, attitudes and concepts, but by the colors, shapes, noises, motions and sounds of people and things in constant interaction. Although we might hit the mute button on our computer as we shop on-line for something other than music, if the screen goes dark, our shopping is brought to an abrupt end. The dancing colors, images and sounds from our TVs, the sparking glow of neon signs, the murmuring self-talk of a hypervigilant consumer roaming the aisles of a clothing store: all of these make it obvious that consumer culture is bright and noisy – it is an aspect of life that we tend to experience primarily using our eyes and our ears: audiovisually. Technology may add the inputs and change their pace and vibrancy, but buying and consuming were no less audiovisual in the ancient agora and bazaar. Yet, with some notable exceptions such as Heisley and Levy (1991), Meamber (1999), Schroeder (2002), Scott (1994), McGrath, Sherry and Heisley (1993), the visual aspect of consumer experience has been largely ignored by our research representations. And with even fewer exceptions it has been silent. In the past, consumer researchers have tended to play down or ignore the importance of visual and audio literacy in their own...

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