Table of Contents

Handbook of Qualitative Research Methods in Marketing

Handbook of Qualitative Research Methods in Marketing

Elgar original reference

Edited by Russell W. Belk

The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics; research contexts such as advertising and brands; data collection methods such as projectives and netnography; data analysis methods such as metaphoric and visual analyses; presentation topics such as videography and reflexivity; applications such as ZMET applied to Broadway plays and depth interviews with executives; and special issues such as multi-sited ethnography and research on sensitive topics.

Chapter 26: Writing it Up, Writing it Down: Being Reflexive in Accounts of Consumer Behavior

Annamma Joy, John F. Sherry and Gabriele Troilo

Subjects: business and management, marketing, research methods in business and management, research methods, qualitative research methods, research methods in business and management


26 Writing it up, writing it down: being reflexive in accounts of consumer behavior Annamma Joy, John F. Sherry, Gabriele Troilo and Jonathan Deschenes The purpose of this chapter is to rethink the concept of reflexivity within consumer research and to highlight the complexities and various levels of reflexive thought. In doing so, we were inspired by the work of Kristen Campbell, in particular her article, ‘The promise of feminist reflexivities: developing Donna Haraway’s project for feminist science studies’, in which she expands on Haraway’s ideas of diffraction and situated knowledge. We are indebted to her. Our title, ‘Writing it up, writing it down’, we owe to Clifford Geertz (1988). The turn to reflexivity Reflexivity is the act of turning backward, the act of mirroring the self. It is a human undertaking and, as the neurologist Ramachandaran (2003) notes, our reflective selfconsciousness – the possibility of contemplating the consequences of our actions – is what is special about us humans. While it is a theory about epistemology, in current anthropological contexts it is also viewed as an embodied activity, a process and method for conducting fieldwork and constructing ethnographies. Reflexivity allows for the revelation and contemplation of one’s own biases, theoretical predispositions, preferences, the researcher’s place in the setting and the context of the social phenomenon being studied (Foley, 2002). It is a means for a critical and ethical consideration of the entire research process. Reflexive thinking as a corrective mode...

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