Verbal and Pictorial Representations of Beverage Consumption Patterns: The Wall of Pictures Protocol

Stéphane Ganassali, Jean Moscarola, Anne Sophie Mestrallet, Renate Buber, Pirjo Laaksonen, Katarina Hellén, Klaus Grunert, Jacob Rosendahl, Antonella Zucchella, Paola Cerchiello, Birgit Hagen, Klaus Peter Wiedmann, Stefan Behrens, Nadine Hennigs, Alexandra Kenyon

Publication: Chapter in book/Conference proceedingChapter in edited volume

Abstract

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.
Original languageEnglish
Title of host publicationConsumption Culture in Europe
Editors Carmen R. Santos, Stéphane Ganassali, Francesco Casarin, Pirjo Laaksonen, Hans-Rüdiger Kaufmann
Place of PublicationHershey, PA
PublisherIGI Global
Pages116 - 165
ISBN (Print)978-1-4666-2857-1
Publication statusPublished - 1 Jul 2013

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 504007 Empirical social research
  • 502019 Marketing

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