APPLIED VIDEO CONTENT ANALYSIS IN MARKETING RESEARCH - LESSONS LEARNED

In research, video analysis can be used instead of text analysis as an observative research technique. Video content analysis provides additional information on the study subject. However, since the method requires much more work and greater researcher experience, it is not very often used. The aim of this article is to shed some light on this research method and to provide a practical guideline for research. For this purpose, an automotive sales study that aimed to determine the personal factors most relevant to achieving sales success was utilized as an illustrative example to propose an observational design approach. In the context of this illustrative study, personal selling scenarios were filmed and shown to respondents who then completed a sales effectiveness survey. The study has shown that the usage of video observational methods enables additional information to be gathered in the area of marketing research as well as of strategic management. (C) 2019 Published by Future Academy www.FutureAcademy.org.UK