Metadatas
- ISIDORE Id: 10670/1.3e3789...
- hal: hal-02180716
- doi: 10.1177/2051570718789870
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info:eu-repo/semantics/altIdentifier/doi/10.1177/2051570718789870
Keywords
Audiovisual Consumption Marketing Sound VideographySimilar subjects
Cinematography--Electronic methods Electronic cinematography Video tape recording Videography Video taping Videotaping Videorecording Videotape recording Video tape recorders and recording Marketing--Research Markets--Research Market research Article Methods of analysis Analysis and chemistry Analytical methods Chemical analysis Analysis methods Analysis and examinationCite this document
Baptiste Cléret et al., « The videographic approach in marketing research Which methodological protocol? », HALSHS : archive ouverte en Sciences de l’Homme et de la Société, ID : 10.1177/2051570718789870
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Abstract
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.
