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Creative approaches to new media research

Grant, I. (2006) Creative approaches to new media research. Young Consumers: Insights and Ideas for Responsble Marketers, 7 (2). pp. 51-56. ISSN 1747-3616

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Abstract

This paper provides illustrations of more creative ways of encouraging adolescents to recount their consumption experiences, specifically relating to internet use. The research was conducted "in school", amongst 14-17 adolescents in Scotland. The paper discusses initial quantitative methods using self-completion questionnaires and diaries before exploring in greater detail two projective techniques used in subsequent qualitative sessions: "auto-driving photoelicitation" and then "psycho-drawings". The paper focuses primarily on methodological issues although it does provide a brief summary of the thematic interests influencing young people's new media use and barriers inhibiting more enthusiastic use. Too much youth research is undertaken with insufficient consideration of how best to involve young people. This paper describes how innovative research methods can help young people more fully recount their consumption experiences.

Item type: Article
ID code: 7404
Keywords: internet, new media, consumer behaviour, youth culture, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 15 Jan 2009 16:47
    Last modified: 12 Mar 2012 10:47
    URI: http://strathprints.strath.ac.uk/id/eprint/7404

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