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Marketing Research Articles Related to Videotaping

Marketing Research Articles Related to Videotaping

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Natural group interviewing

Published
December 1988
Authors
David J. Pagnucco and Robert P. Quinn, Ph.D.
Abstract
The article summarizes a proposed three-part study to explore joint decision making behavior. Methodologies included questionnaires, direct observations, videotaping and semi-structured interviews.

Guidelines for videotaping qualitative research

Published
December 1991
Author
Tammy Sachs
Abstract
The author suggests ways of optimizing videotape quality in a typical focus group setting. It addresses topics such as room location and setup, tape formats, microphone options, and strategies for using time codes.

Focus group videos: a survival guide

Published
December 1997
Authors
Andrew Wright and L. K. Fitkin
Abstract
Some researchers find videotaping exciting, while others find it torture. For all researchers, particularly the latter, this article offers tips on creating better focus groups highlights videos without losing your mind or your job.

Use video to enhance your qualitative research

Published
December 2003
Author
Ian Fureman
Abstract
Little has been written about the merits for marketing professionals of selecting a research supplier that can produce a professional-quality video record of their qualitative research sessions. This article outlines the value of developing a video/market research partnership and describes some video deliverables possible through such an arrangement.

Video safaris: an alternative to in-facility focus groups

Published
June 2003
Author
Pierre Belisle
Abstract
Using a case study, this article discusses the benefits of video safaris as an alternative to in-facility focus groups.

Thoughts on the role of video and ethnography in marketing research

Published
December 2005
Author
Gavin Johnston
Abstract
While video cannot and should not eliminate the written report, it should have a greater role in the tool kit of the corporate researcher. A case history example involving cell phones in Japan is included.

Qualitatively Speaking: Evolving ethnography

Published
April 2008
Author
Michael Carlon
Abstract
The quick-and-dirty home visit, during which researchers observe consumers for a short period of time and then leave, does a disservice to the technique, the end client and, most importantly, the consumer being observed. The author argues for techniques that use video diaries and online and/or in-person interviews as a less invasive but still effective method of conducting ethnographic-style research.

Liven up your qualitative with these online solutions

Published
December 2009
Author
Amy Savin
Abstract
A qualitative researcher looks at seven Web-based tools, from in-situ narrations to virtual communities, that can help marketers get fresh views and insights on their target consumers.

Insights from video diaries help Midas in its drive for better customer service

Published
May 2010
Author
Joseph Rydholm, Quirk's Editor
Abstract
Securing buy-in from influential franchisees was just one of the benefits that Midas researcher Garry Rosenfeldt reaped when he turned to qualitative research to develop a new service model.

What effect does tabletop shape have on focus group dynamics and client viewing?

Published
May 2010
Author
Raul Perez
Abstract
After circumstances forced him to conduct focus groups using a circular table, the author began investigating other table configurations to gauge their impact on the qualitative process.

Ever the skeptics: tips for dispelling doubt in employee research

Published
June 2010
Author
Margaret R. Roller
Abstract
Trust is a primary obstacle in conducting focus groups with employees. The author offers 12 tips to help researchers create an environment that fosters security, honesty and openness.

Organizational performance: Are you using the right metric?

Published
November 2010
Author
Chelsea C. Hammond
Abstract
Robust performance assessment programs include both success metrics and performance indicators, where performance indicators have been proven to affect change in the outcomes the success metrics measure.

Qualitatively Speaking: The value of second sight in qualitative and ethnographic fieldwork

Published
February 2011
Author
Bill Abrams
Abstract
This article cites several examples of how another researcher’s viewing of video from ethnographic or focus group fieldwork can uncover previously overlooked insights.

Why Web-assisted TDIs are a cost-effective qualitative methodology

Published
May 2011
Author
Tom Donnelly
Abstract
The author explores the pros and cons of Web-assisted tele-depth interviews, suggests usage examples and offers a host of best practices to get the most from the technique.

Qualitatively Speaking: How online video-based qualitative delivers the truth

Published
June 2011
Author
John Williamson
Abstract
The author argues that online video-based research will transform qualitative by giving marketers and researchers direct access to consumers’ opinions and experiences.

Fusing ethnography and interrogational research into a new modality for health care research

Published
October 2011
Authors
Lynn Ford-Somma and Peter Simpson
Abstract
Fusing ethnographic and traditional research methods can help health care researchers better understand patients’ viewpoints, uncover how treatment decisions are made and develop more effective positioning and messaging strategies.

More than just verbatims - adding rigor to consumer ethnographic film

Published
October 2011
Author
Maren Elwood
Abstract
The author compares consumer ethnographic film with academic ethnographic film and discusses how researchers can and should add rigor to the process.

Trade Talk: FGTV: focus group television

Published
December 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
A look at the Video Conferencing Alliance Network and the FocusVision Network services, which offer live video transmission and remote viewing of focus groups.

Mixing old and new qualitative methods

Published
May 2012
Authors
Curtis Kaisner and Karen Lindley
Abstract
The same technologies that are changing our lives as consumers are also changing our abilities as researchers. Here’s a look at how traditional and tech-based qualitative tools can be successfully married.

Appreciating the value of traditional research in a digital world

Published
June 2012
Author
Stephen Turner
Abstract
This article details the benefits unique to face-to-face research, including group bonding and access to nonverbal cues and metadata.