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dc.contributor.authorTakhar, Amandeepen
dc.contributor.authorChitakunye, Pepukayien
dc.date.accessioned2016-01-21T10:16:30Zen
dc.date.available2016-01-21T10:16:30Zen
dc.date.issued2012-07en
dc.identifier.citationTakhar, A., Chitakunye, P. (2012) 'Rich descriptions: Evoking informant self-reflexivity in marketing and consumer research' Journal of Marketing Management 28 (7-8):912en
dc.identifier.issn0267-257Xen
dc.identifier.issn1472-1376en
dc.identifier.doi10.1080/0267257X.2012.700316en
dc.identifier.urihttp://hdl.handle.net/10547/594475en
dc.description.abstractThis 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.
dc.language.isoenen
dc.publisherTaylor & Francisen
dc.relation.urlhttp://www.tandfonline.com/doi/abs/10.1080/0267257X.2012.700316en
dc.rightsArchived with thanks to Journal of Marketing Managementen
dc.subjectreflexivityen
dc.subjectself-reflexivityen
dc.subjectco-researchen
dc.subjectmultiple methodsen
dc.subjectinformant reflexivityen
dc.titleRich descriptions: evoking informant self-reflexivity in marketing and consumer researchen
dc.typeArticleen
dc.identifier.journalJournal of Marketing Managementen
html.description.abstractThis 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.


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