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.



Citation:

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.

Authors

Giana Ekhardt, Australian Graduate School of Management



Volume

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



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