Despite the rising popularity of visual research methods, from images and collages to videos and animations, there is an imminent need for a book that can be a point of reference for learning about visual methods in the field of marketing and consumer research. This book offers a comprehensive outlook of visual research methods in the field, highlighting their value and offering a practical guide for researchers. Building on the experiences and discussions of both experienced and aspiring visual researchers, the Editors present this book as a 'go to' guide for doing visual research in marketing and consumer research.
The book encompasses three key sections guiding the readers through the ABCs of visual research from philosophy to data collection, and analysis; with separate chapters on dissemination and ethics. You can expect detailed discussions on the ontological and epistemological stance of visual research as well as an elaborate yet simple to follow guide of all aspects of data collection for various forms of visuals be it static images, memes, collages, videos, animations and so on. It also includes a number of chapters discussing key methods and approaches to analysis of visual data which can help guide your approach to visual data analysis.
The purpose of this book is not only to highlight the value of visual methods in consumer research but to move this work on and offer a 'go-to hands-on guide' for novice visual researchers and PhD candidates who wish to conduct rigorous visual research. It will be a valuable resource for those particularly across marketing disciplines, including consumer research and behaviour, but also to visual researchers in fields such as sociology and anthropology.
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