Abstract
The purpose of this chapter is to explore the potential of photo-elicitation as a data generating method. Photo-elicitation is rarely used for data generation, despite the considerable promise of this method. Our empirical investigation focused on people’s emotions and experiences of dual systems in Kazakhstan, a country currently undergoing change from the old Soviet system to a new market economy. In addition to semistructured interviews, we use photographs in order to enhance emotional connection and recall. We use the imagery as a device to generate data, and more specifically, data on individual and social perspectives that are integral to particular experiences. We argue that photo-elicitation can bring out peoples’ lived experiences of the social context being investigated. We explain why and how to use the method in practice.
Original language | English |
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Title of host publication | Research Methodology in Strategy and Management |
Editors | T. R. Crook, J. Le, A. D. Smith |
Publisher | Emerald Group Publishing Ltd. |
Pages | 39-53 |
Number of pages | 15 |
ISBN (Electronic) | 978-1-80043-079-2 |
ISBN (Print) | 978-1-80043-080-8 |
DOIs | |
Publication status | Published - 8 Oct 2020 |
Publication series
Name | Research Methodology in Strategy and Management |
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Volume | 12 |
ISSN (Print) | 1479-8387 |
Bibliographical note
Publisher Copyright:© 2020 Emerald Publishing Limited.
Keywords
- emotion in organi-zations
- Kazakhstan
- Photo-elicitation
- projection
- semistructured interviews
- visual research methods
ASJC Scopus subject areas
- Strategy and Management