Christine Petr

Videography in marketing research: mixing art and science

Purpose – The purpose of this paper is to present videography as a rising method available for academics. Visuals are increasingly omnipresent in the modern society. As they become easy to create and use, videos are no longer only for ethnographers and specialist researchers. Design/methodology/approach – In the society of “user-content generation,” visual data are incredibly important, original, and powerful sources providing researchers with opportunities to inventively make their results more resonant and more broadly accessible. Findings – Moreover, videography offers the opportunity for researchers to become a kind of artist since they become visual producers. Practical implications – This paper offers concrete advices for researchers who want to to become visual producers. Social implications – Researchers have to make their results more resonant and more broadly accessable. Originality/value – Videography is a new way (an artistic one) to present results of research.

Beginner research on tourism and the tourist: beware of words and caricatures!

Based on an interview with a French anthropologist particularly well versed in tourism, this article offers a useful overview of the phenomenon of tourism to the beginner researcher. The research focuses essentially on the dangers of caricatures and simplistic views, and offers a more stimulating portrait of the tourist as a research field.

Prix à terminaison 9 et influence du comportement d'achat : une évaluation lors d'une vente en porte-à-porte

L’impact des prix a « terminaison 9 » sur le comportement d’achat a ete peu etudie alors qu’il s’agit d’une pratique largement utilisee. Une seule recherche experimentale a montre qu’elle ne contribuait pas a augmenter le nombre d’acheteurs mais permettait d’augmenter le panier moyen. Apres une presentation synthetique des recherches effectuees en la matiere et de l’etat theorique de ce theme, nous avons presente la nouvelle experience qui a ete conduite, dans laquelle des vendeurs a domicile vendaient des pâtisseries au profit d’une association humanitaire. Les prix, donnes oralement, etaient soit, a terminaison « 9 » (1,99 € la demi-douzaine de crepes) soit a terminaison « pleine » (2,00 € la demi-douzaine de crepes). Les resultats montrent un effet positif des prix « 9 » sur le taux d’achat mais pas sur le panier moyen. Ces contradictions sont discutees infine.