An Introduction to Audio and Visual Research and Applications in Marketing

Abstract

Purpose – The advancement of multimedia technology has spurred the use of multimedia in business practice. The adoption of audio and visual data will accelerate as marketing scholars become more aware of the value of audio and visual data and the technologies required to reveal insights into marketing problems. This chapter aims to introduce marketing scholars into this field of research.Design/methodology/approach – This chapter reviews the current technology in audio and visual data analysis and discusses rewarding research opportunities in marketing using these data.Findings – Compared with traditional data like survey and scanner data, audio and visual data provides richer information and is easier to collect. Given these superiority, data availability, feasibility of storage, and increasing computational power, we believe that these data will contribute to better marketing practices with the help of marketing scholars in the near future.Practical implications: The adoption of audio and visual data in marketing practices will help practitioners to get better insights into marketing problems and thus make better decisions.Value/originality – This chapter makes first attempt in the marketing literature to review the current technology in audio and visual data analysis and proposes promising applications of such technology. We hope it will inspire scholars to utilize audio and visual data in marketing research.

Citation

Xiao, L., Kim, H.-j. and Ding, M. (2013), "An Introduction to Audio and Visual Research and Applications in Marketing", Malhotra, N.K. (Ed.) Review of Marketing Research (Review of Marketing Research, Vol. 10), Emerald Group Publishing Limited, Leeds, pp. 213-253. https://doi.org/10.1108/S1548-6435(2013)0000010012