Alternative Roles For Documentary in Consumer Research

The documentary is increasingly evident in consumer research. Despite this situation the related literature is remarkably silent regarding the different roles such a representational device can assume when communicating research findings. In this paper, I draw upon literature external to marketing to identify and describe three distinct ways in which the documentary acts as a representational device: 1] an indexical record (DIR), that is, a phenomenological representation of an aspect of reality; 2] an assertion (DA), that is, an expression of a theoretical position in relation to an aspect of the real world, 3] an asserted veridical representation (AVR), in which presentation of raw data and theory derived from its analysis, are deemed essential and complementary.


Giana Ekhardt (2006) ,"Alternative Roles For Documentary in Consumer Research", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 135-136.


Giana Ekhardt, Australian Graduate School of Management


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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