Students of a market research course project at a Swiss university were asked to take a selfie with their respondents as a control method. Students and interviewee perceptions, as well as selfies, were analyzed. The analysis of the students’ perception shows that it is much more positive when the request is well explained. The respondents’ perception appeared to be more positive than the students’, especially when the respondents were younger and reassured on the fact that the photo would remain anonymous. Although many interviewees did not mind having their face clearly identifiable on the photo, most of them preferred to have their face hidden.
Details
Title
Selfies as a means of controlling students as interviewers in a Market research course project at a Swiss University
Author(s)
Dubosson, Magali (School of Management Fribourg, HES-SO University of Applied Sciences Western Switzerland) Emad, Sabine (Haute école de gestion de Genève, HES-SO Haute Ecole Spécialisée de Suisse Occidentale)
Date
2020-04
Published in
Proceedings of the 44th Annual Marketing Educators’ Association Conference 2020
Publisher
Seattle, USA, 2-4 April 2020
Pagination
5 p.
Presented at
Marketing Educators Association Annual Conference, Seattle, USA, 2020-04-02, 2020-04-04
Institute
CRAG - Centre de Recherche Appliquée en Gestion
Note
Due to the COVID-19 outbreak, The 44th Annual Marketing Educators’ Association Conference 2020 venue in Seattle was cancelled. The proceedings of the online conference are however published according to the original schedule.
