YOU CAN OBSERVE A LOT JUST BY WATCHING: USING VIDEOGRAPHY IN A RETAIL SETTING TO TEACH OBSERVATIONAL RESEARCH METHODS.
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| Title: | YOU CAN OBSERVE A LOT JUST BY WATCHING: USING VIDEOGRAPHY IN A RETAIL SETTING TO TEACH OBSERVATIONAL RESEARCH METHODS. |
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| Authors: | Smith, Scott1 sdsmith@cmsu1.cmsu.edu, Fisher, Dan2 dan-fisher@utulsa.edu) |
| Source: | Marketing Education Review. Spring2006, Vol. 16 Issue 1, p75-78. 4p. |
| Subject Terms: | *Educational innovations, *Teaching methods, *Education, Marketing research, Video equipment, Video recording, Consumer behavior |
| Reviews & Products: | Why We Buy: The Science of Shopping (Book) |
| People: | Underhill, Paco |
| Abstract: | This teaching innovation involves the hands-on use of video recording and production technology to facilitate learning observational marketing research methods and techniques. While observation as a research method is growing in popularity in business and marketing, videography is becoming one of the most highly utilized ways to collect and analyze observational data. This allows consumer behavior to be captured in real life and time contexts. Additionally, because video technology enables such things as repeated playback and slow motion, videography facilitates detailed, insight rich analysis. With the widespread availability and affordability of video recording technology it is now possible to incorporate technology-based research techniques and projects into the course curriculum. In order to demonstrate how student learning can be facilitated using videography, this project draws on the concept of the "transition zone" as described in Paco Underhill's (2000) Why We Buy: The Science of Shopping to teach students cutting-edge observational market research methods that are becoming essential to those in industry. [ABSTRACT FROM AUTHOR] |
| Copyright of Marketing Education Review is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
| FullText | Links: – Type: pdflink Text: Availability: 0 |
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| Header | DbId: ehh DbLabel: Education Research Complete An: 21498851 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ehh&AN=21498851 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1080/10528008.2006.11488942 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 4 StartPage: 75 Subjects: – SubjectFull: Educational innovations Type: general – SubjectFull: Teaching methods Type: general – SubjectFull: Education Type: general – SubjectFull: Marketing research Type: general – SubjectFull: Video equipment Type: general – SubjectFull: Video recording Type: general – SubjectFull: Consumer behavior Type: general – SubjectFull: Why We Buy: The Science of Shopping (Book) Type: general – SubjectFull: Underhill, Paco Type: general Titles: – TitleFull: YOU CAN OBSERVE A LOT JUST BY WATCHING: USING VIDEOGRAPHY IN A RETAIL SETTING TO TEACH OBSERVATIONAL RESEARCH METHODS. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Smith, Scott – PersonEntity: Name: NameFull: Fisher, Dan IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 03 Text: Spring2006 Type: published Y: 2006 Identifiers: – Type: issn-print Value: 10528008 Numbering: – Type: volume Value: 16 – Type: issue Value: 1 Titles: – TitleFull: Marketing Education Review Type: main |
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