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Rich descriptions: evoking informant self-reflexivity in marketing and consumer research

  • Amandeep Takhar-Lail
    ,
  • Pepukayi Chitakunye
Research Output: Contribution to journal Article Peer-review

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.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 912

Journal (Volume, Issue Number)

Journal of Marketing Management (Volume 28, Issue 7-8)

Publication milestones

  • Published - 01/07/2012

Publication status

Published - 01/07/2012

ISSN

0267-257X

External Publication IDs

  • handle.net: 10547/594475
  • Scopus: 84864018406

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