In this paper, we are going to present one of the methods that proved worthy of being made known to the research community so that it can be used more frequently and improved upon. We called it Photo-Show due to its structural nature
The paper describes a new methodology for investigation of the teen public that constitutes an alternative capable of supplementing conventional data collection procedures. The new methodology was dubbed Photo-Show and the results obtained - described in this paper - demonstrate the type of information it provides. They also demonstrate how important it is, and how important it is to be always alert to our anima as researchers, the primary substratum of our profession, so as to develop adequate techniques to approach specific targets and problems such as these.
One of the most striking developments in data collection procedures in the U.S. over the past several years has been the increasing interest shown in protocol analysis. Protocol analysis aims to examine the individual's choice process in making decisions by getting the individual to think aloud while performing or recalling choice behavior or problem solving. This verbal record or protocol provides the basic data from which the individual's choice model is deduced. The approach thus avoids the artificial imposition of a hypothesised decision model as in structural models, and their impact on the choice process.
The paper describes a research project which explores some aspects of the way advertisements in press and television communicate - as seen from the perspective of the consumer. Special emphasis is given to the technique used to handle the vast quantity of verbal information collected - linguistic coding.