Audio/Visual Data In Research/Research Based on Audio Data

Marketing And Related Business Fields. A growing number of studies in business, and specifically marketing, use audio or visual data to help answer important questions in business research and practice.

 Research Based on Audio Data

Using the human voice to infer various emotional constructs has been prevalent in other fields, but its application in marketing has been minimal. used voice analysis to determine positive/negative responses to different product attributes, and predicted which consumers from a target group would be most likely to try a forthcoming product. Nelson and Schwartz (1979) applied their voice analysis methodology to test attitudinal scales, consumer interest in products, and advertising effectiveness. Allmon and Grant (1990) used voice stress analysis to evaluate responses of real estate salespeople to ethically based questions. Some respondents showed stress while following the ethical code guidelines, while others showed no stress about breaking the formal code.( Acumba,2012) measured managerial affective states during earnings conference calls by analyzing conference call audio files using commercial emotional speech analysis software.

 Research Based on Video Data.

Several researchers have acknowledged the potential of video data in marketing research contexts. Eye tracking data has been applied widely in visual attention research on print, TV, and online advertisements. Video-based eye trackers use eye gaze detection technology to determine what people are looking at when they watch ads. Eye tracking data could also be used in a retail context to check the effectiveness of in-store and out-of-store marketing. In a controlled experiment, the various authors have assessed joy and surprise through automated facial expression detection for a sample of advertisements.

Self Assessment Exercise

• Audio Data Processing ( ADP) requires the understanding of Human speech. Discuss. 

Conclusion

This unit reviews the current technology in audio and visual data analysis and discusses rewarding research opportunities in marketing using these data. In this unit, we have also discussed audio and visual data, typical data analysis methods, applications in practice, and academic literature in marketing and other related business disciplines. We hope we have inspired you to utilize audio and visual data in marketing research. In this unit, we have discussed many examples that fall within the first part of AE. The advancement of multimedia technology has spurred the useof multimedia in business practice.

Summary

Compared with traditional data like survey and scanner data, audio and visual data provides richer information and is easier to collect. Given these superiority, data availability, feasibility of storage, and increasing computational power, we believe that these data will contribute to better marketing practices with the help of marketing scholars in the near future. The advancement of multimedia technology has spurred the use of multimedia in business practice. The adoption of audio and visual data will accelerate as marketing scholars become more aware of the value of audio and visual data and the technologies required to reveal insights into marketing problems.

Text data is another interesting source of data. It could be extracted from audio or visual data. For example, speech recognition techniques can be used to extract text information from audio data,while text recognition techniques are used to extract text information from image/video data. Other than being recognized from audio or visual sources, text data can also be acquired from various sources without recognition, for example, electronic documents, e-books, web pages, web blogs, and so forth. The methods of detecting useful patterns and trends from text data for decision making purpose fall into a broad area called text mining, which is a sub area.