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    Ethical dilemmas in studying family consumption

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    Authors
    Khanijou, Ratna
    Pirani, Daniela
    Issue Date
    2020-01-27
    Subjects
    research ethics
    
    Metadata
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    Abstract
    Purpose – The purpose of this paper is to explore the types of ethical challenges and dilemmas researchers face when engaging in family consumption research. Design/methodology/approach – Drawing from the concept of micro-ethics to bridge reflexivity with ethics in practice, the paper provides a reflexive account of the various ethical dilemmas encountered by two family consumption scholars during their fieldwork. Both researchers conducted qualitative research on family meals. Findings – The paper reveals five types of ethical tensions that can arise when doing research on family consumption. These tensions are addressed as display, positioning, emotional, practical and consent dilemmas, all of which have ethical implications. The findings unpack these dilemmas, showing empirical and reflexive accounts of the researchers as they engage in ethics in practice. Solutions and practical strategies for dealing with these ethical tensions are provided. Originality/value – Despite the growing interest in interpretive family research, there is less attention on the ethical and emotional challenges researchers face when entering the family consumption scape. As researching families involves entering an intimate area of participants’ lives, the field may be replete with tensions that may affect the researcher. This paper brings the concept of micro-ethics to family marketing literature, showing how researchers can do ethics in practice. The paper draws on reflexive accounts of two researchers’ personal experiences, showing their emotional, practical, positioning and display challenges. It also provides practical strategies for researchers to deal with dilemmas in the field. Keywords: Reflexivity, Ethics, Consumption, Family, Display, Dilemmas
    Citation
    Khanijou R, Pirani D (2020) 'Ethical dilemmas in studying family consumption', Qualitative Market Research: An International Journal, 24 (1), pp.32-46.
    Publisher
    Emerald Publishing Limited
    Journal
    Qualitative Market Research: An International Journal
    URI
    http://hdl.handle.net/10547/624236
    DOI
    10.1108/QMR-03-2019-0044
    Additional Links
    https://www.emerald.com/insight/content/doi/10.1108/QMR-03-2019-0044/full/html
    Type
    Article
    Language
    en
    ISSN
    1352-2752
    ae974a485f413a2113503eed53cd6c53
    10.1108/QMR-03-2019-0044
    Scopus Count
    Collections
    Business and management

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