Ganassali, Stéphane4; Moscarola, Jean4; Mestrallet, Anne Sophie4; Buber, Renate5; Laaksonen, Pirjo6; Hellén, Katarina6; Grunert, Klaus G9; Heiss, Jacob Rosendahl9; Zucchellac, Antonella7; Cerchiello, Paola7; Hagen, Birgit7; Wiedmann, Klaus Peter8; Behrens, Stefan8; Hennigs, Nadine8
Carmen R. Santos, Stéphane Ganassali, Francesco Casarin, Pirjo Laaksonen, Hans Ruediger Kaufmann
1 Department of Management, Aarhus BSS, Aarhus University2 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University3 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University4 University of Savoie5 Vienna University of Economics and6 University of Vaasa7 University of Pavia8 University of Hannover9 Department of Management, Aarhus BSS, Aarhus University
The wall of pictures protocol
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.
Consumption Culture in Europe: Insight Into the Beverage Industry, 2013, p. 116-165