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

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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.

Keywords: CONSUMER RESEARCH; CRITIQUE; METHOD; POWER; REFLEXIVITY; RESEARCH

Document Type: Research Article

DOI: https://doi.org/10.1362/026725709X471550

Publication date: 2009-09-01

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