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Verbal and Pictorial Representations of Beverage Consumption Patterns: The Wall of Pictures Protocol
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Author(s): Stéphane Ganassali (University of Savoie, France), Jean Moscarola (University of Savoie, France), Anne Sophie Mestrallet (University of Savoie, France), Renate Buber (Vienna University of Economics and Business, Austria), Pirjo Laaksonen (University of Vaasa, Finland), Katarina Hellén (University of Vaasa, Finland), Klaus Grunert (Aarhus University, Denmark), Jacob Rosendahl (Aarhus University, Denmark), Antonella Zucchella (University of Pavia, Italy), Paola Cerchiello (University of Pavia, Italy), Birgit Hagen (University of Pavia, Italy), Klaus Peter Wiedmann (University of Hannover, Germany), Stefan Behrens (University of Hannover, Germany), Nadine Hennigs (University of Hannover, Germany)and Alexandra Kenyon (Leeds Metropolitan University, UK)
Copyright: 2015
Pages: 39
Source title:
Research Methods: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-7456-1.ch033
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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.
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