Videography in marketing research: mixing art and science
Abstract
Purpose
The purpose of this paper is to present videography as a rising method available for academics. Visuals are increasingly omnipresent in the modern society. As they become easy to create and use, videos are no longer only for ethnographers and specialist researchers.
Design/methodology/approach
In the society of “user-content generation,” visual data are incredibly important, original, and powerful sources providing researchers with opportunities to inventively make their results more resonant and more broadly accessible.
Findings
Moreover, videography offers the opportunity for researchers to become a kind of artist since they become visual producers.
Practical implications
This paper offers concrete advices for researchers who want to to become visual producers.
Social implications
Researchers have to make their results more resonant and more broadly accessable.
Originality/value
Videography is a new way (an artistic one) to present results of research.
Keywords
Citation
Petr, C., Belk, R. and Decrop, A. (2015), "Videography in marketing research: mixing art and science", Arts and the Market, Vol. 5 No. 1, pp. 73-102. https://doi.org/10.1108/AM-01-2014-0002
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited