After a first section dedicated to the discussion of the methodological foundations of the image-based research protocols, the chapter introduces the "wall of pictures" protocol. The authors first present the preparation of instrument, the validity check, and the textual data coding process. In the final paragraphs, a large range of descriptive, bivariate, and multivariate analyses is successively presented, and thanks to a combination of innovative technological devices, the wall of pictures outcomes has shown some promising perspectives. Triangulation opportunities are particularly promoted thanks to the combination of quantitative measurements with textual and/or pictorial variables.
|Title of host publication||Consumption Culture in Europe|
|Editors|| Carmen R. Santos, Stéphane Ganassali, Francesco Casarin, Pirjo Laaksonen, Hans-Rüdiger Kaufmann|
|Place of Publication||Hershey, PA|
|Pages||116 - 165|
|Publication status||Published - 1 Jul 2013|
- 504007 Empirical social research
- 502019 Marketing