Working the limits of method: the possibilities of critical reflexive practice in marketing and consumer research

Bettany, Shona and Woodruffe-Burton, Helen (2009) Working the limits of method: the possibilities of critical reflexive practice in marketing and consumer research. Journal of Marketing Management, 25 (7-8). pp. 661-679. ISSN 0267-257X

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Official URL: http://dx.doi.org/10.1362/026725709X471550

Abstract

Developed primarily through feminist critiques of the production of knowledge, researcher reflexivity has been identified in consumer research (Wallendorf and Brucks 1993; Hirschman 1993; Thompson 2002) and in the wider social sciences (e.g. Wasserfall 1993; Mauthner and Doucet 2003) as a way to address power and control in the research encounter, to attend to the researcher/researched dynamic and to give insightful commentaries into the research process itself. Following the call for consumer and marketing researchers to "exhibit a degree of reflexivity" in order to "recognise the role of the researcher in the production of knowledge" (Tadajewski and Brownlie 2008, p. 10), this paper develops a structured approach to the possibilities of critical reflexive practice in marketing and consumer research.

Item Type: Article
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Related URLs:
Depositing User: EPrint Services
Date Deposited: 01 Sep 2011 14:39
Last Modified: 10 Aug 2015 11:06
URI: http://nrl.northumbria.ac.uk/id/eprint/713

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