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Marketing Research Articles Related to Videotaping

Marketing Research Articles Related to Videotaping

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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.

Ethnography-based hybrid research stretches four continents to study workplace interaction

Published
November 2012
Author
Brian Green
Abstract
Herman Miller conducted a global hybrid research project to observe how people behave and collaborate in the office to inform new product development.

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.

Exploring the Game of Thrones audience using video-based ethnography

Published
December 2014
Author
Kadley Gosselin
Abstract
The authors use a study of Game of Thrones fans to illustrate how video can energize the research experience for respondents and researchers alike.

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.

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.

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.

How Ping used video and onsite research to understand the driver-purchasing process

Published
December 2012
Authors
Donald Hein and Jon Last
Abstract
Strong collaboration among Ping and its research vendor fueled the creation of presentations that garnered substantial internal attention.

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.

Live feeds and confessionals: Video brings qualitative insights to life

Published
March 2014
Author
Ed Knopp
Abstract
The author discusses how technology, specifically video solutions, can help researchers tell a better story with their qualitative insights and secure client buy-in. This article uses vehicle drives and ethnography as an example.

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.

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.

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.

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.

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: 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.

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.

Qualitatively Speaking: Interviewing for the edit

Published
March 2014
Author
Michael Carlon
Abstract
Michael Carlon offers 10 tips to get the most from the videos of your qualitative interviews.

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.

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.