haku: @indexterm CONSUMER RESEARCH / yhteensä: 600
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| Tekijä: | Bettany, S. Woodruffe-Burton, H. |
| Otsikko: | Working the limits of method: the possibilities of critical reflexive practice in marketing and consumer research |
| Lehti: | Journal of Marketing Management
2009 : SEP, VOL. 25:7-8 p. 661-679 |
| Asiasana: | research power consumer research social marketing methodology |
| Kieli: | eng |
| Tiivistelmä: | This paper presents a structured approach to the possibilities of critical reflexive practice in marketing and consumer research, in which researcher reflexivity has been identified as a way to address power and control in the research encounter, to attend to the researcher dynamic and to give insightful commentaries into the research process itself. Results reveal that researcher reflexivity is not a panacea and it does not have all the answers to the "critical question" in marketing and consumer research. It can, however, be conceptualised as a "modest critical ontology of ourselves". |
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