Show Less

Handbook of Qualitative Research Methods in Marketing

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.
Buy Book in Print
Show Summary Details
You do not have access to this content

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

Annamma Joy, John F. Sherry and Gabriele Troilo


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...

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.