Teoria e Prática em Administração (May 2014)
Metodologias de Análise de Imagem no Marketing: um estudo bibliométrico dos anais do EnANPAD
Abstract
The objective of this study was to investigate how images have been used, in fact, in marketing researches published in ANPAD annual meeting, between the years 2006 and 2011. The study was exploratory and through bibliometric method way. It was attempted to verify areas of the marketing field in which they are most used , kinds of methods and types of images have been used more . It is noteworthy that in marketing imaging studies usually assess the positive and negative associations that various organizational public make about organizations symbols, but few papers actually use fact images as an information source of study, especially in Administration field. It was noticed also that the existing methods are very infancy - although quite useful to the area - and that marketing research almost not use images as a source of information, which may reflect a lack of field researchers on wealth of these methods, or even a bias area to these methodological possibilities. We also noticed that most of the methodologies used are linked to fields of anthropology and semiotics. It is noted that the methodologies of visual analysis can be great source of information for marketing research and enable capture nuances that methodologies traditionally used, such as surveys and focus groups, don’t do. They can also be useful to many fields of marketing, such as consumer behavior, study of brands and marketing communications. It is proposed to end a greater openness to such methodologies.
