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Researching Consumer Behavior using the Mindcam Video Methodology

Video Type: Case Study

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Summary

Karen Fernandez, PhD, Associate Professor of Marketing at the University of Auckland, explains the Mindcam method of marrying first-person camera footage with recall from participants, and gives an example of its use in a study on shopping behavior.

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References
References

Book

Belk, R, Fischer, E, & Kozinets, R.V(2012).Qualitative consumer and marketing research. London: SAGE Publications Ltd.,

Book

Denzin, N.K, & Lincoln, Y.S(2017).The SAGE handbook of qualitative research (5th ed.). Thousand Oaks: SAGE Publications Inc.,

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