search query: @author Brucks, M. / total: 7
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| Author: | Wallendorf, M. Brucks, M. |
| Title: | Introspection in consumer research: implementation and implications |
| Journal: | Journal of Consumer Research
1993 : DEC, VOL. 20:3, p. 339-359 |
| Index terms: | CONSUMER RESEARCH IMPLEMENTATION METHODOLOGY |
| Language: | eng |
| Abstract: | On the basis of a review of introspective methods in other social science disciplines, the authors identify five categories of introspection: (1) researcher introspection, (2) guided introspection, (3) interactive introspection, (4) syncretic combinations, and (5) reflexivity within research. The authors draw from this literature a set of six methodological issues relevant to the conduct of introspection in consumer research. The authors conclude by discussing the balance between openness and rigor necessitated by the pluralistic composition of the field of consumer research. |
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