Rich descriptions: evoking informant self-reflexivity in marketing and consumer research
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):912Publisher
Taylor & FrancisJournal
Journal of Marketing ManagementAdditional Links
http://www.tandfonline.com/doi/abs/10.1080/0267257X.2012.700316Type
ArticleLanguage
enISSN
0267-257X1472-1376
ae974a485f413a2113503eed53cd6c53
10.1080/0267257X.2012.700316