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    Rich descriptions: evoking informant self-reflexivity in marketing and consumer research

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    Authors
    Takhar, Amandeep
    Chitakunye, Pepukayi
    Issue Date
    2012-07
    Subjects
    reflexivity
    self-reflexivity
    co-research
    multiple methods
    informant reflexivity
    
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    Abstract
    This study seeks to extend knowledge of reflexivity theories by moving beyond a sole focus on researcher reflexivity (Bettany & Woodruffe-Burton, 2009) in considering the significance of informant self-reflexivity. It explores the promotion of informant self-reflexivity as a means to generating more in-depth interpretive data. Following the call for a ‘structured, disciplinary impetus to begin’ (Bettany & Woodruffe-Burton, 2009, p. 675) in relation to reflexivity, this paper draws on insights from two longitudinal studies, and develops some guidelines that could encourage informants to comprehend fully and realise their views and thoughts through the injection of reflexivity into the research design. Three key themes emerged as being significant within the research encounter: (1) stimulate discussion and promote co-research, (2) empower informants by building trust, and (3) ethical and moral dilemmas in reflexivity.
    Citation
    Takhar, A., Chitakunye, P. (2012) 'Rich descriptions: Evoking informant self-reflexivity in marketing and consumer research' Journal of Marketing Management 28 (7-8):912
    Publisher
    Taylor & Francis
    Journal
    Journal of Marketing Management
    URI
    http://hdl.handle.net/10547/594475
    DOI
    10.1080/0267257X.2012.700316
    Additional Links
    http://www.tandfonline.com/doi/abs/10.1080/0267257X.2012.700316
    Type
    Article
    Language
    en
    ISSN
    0267-257X
    1472-1376
    ae974a485f413a2113503eed53cd6c53
    10.1080/0267257X.2012.700316
    Scopus Count
    Collections
    Centre for Advances in Marketing (CAM)

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