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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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
Related URLs:	Publisher
Depositing User:	EPrint Services
Date Deposited:	01 Sep 2011 14:39
Last Modified:	31 Jul 2021 08:39
URI:	http://nrl.northumbria.ac.uk/id/eprint/713

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