The videographic approach in marketing research Which methodological protocol?

Baptiste Cléret, Aurélie Dehling, Julie Leroy (), Joonas Rokka, Alice Sohier () and Maud Herbert ()
Additional contact information
Baptiste Cléret: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Aurélie Dehling: SKEMA Business School
Julie Leroy: CEMOI - Centre d'Économie et de Management de l'Océan Indien - UR - Université de La Réunion
Joonas Rokka: EM - EMLyon Business School
Alice Sohier: CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne
Maud Herbert: LSMRC - Lille School of Management Research Center - ULR 4112 - SKEMA Business School - Université de Lille

Post-Print from HAL

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.

Keywords: Audiovisual; Consumption; Marketing; Sound; Videography (search for similar items in EconPapers)
Date: 2018-09
References: Add references at CitEc
Citations:

Published in Recherche et Applications en Marketing (English Edition), 2018, 33 (3), pp.85-105. ⟨10.1177/2051570718789870⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02180716

DOI: 10.1177/2051570718789870

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().