研究中的消费者伙伴关系(CPR)核对表:一种针对弱势消费者进行市场研究的方法

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2022-11-21 DOI:10.1177/14707853221140748
Joan J Carlini, Julia Robertson
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引用次数: 5

摘要

关于如何有效地支持研究中的消费者伙伴关系(CPR),需要更好的证据。本文旨在为市场研究人员提供一个实用的清单,以计划,实施和报告弱势消费者是目标人群的研究。易受伤害的消费者是指由于他们的环境,在某些市场情况下可能处于不利地位或面临风险的人。在这里,我们建议对弱势消费者进行的研究必须包括消费者共同研究者作为研究过程中的合作伙伴。消费者作为共同研究人员的参与,通过使研究设计民主化和赋予弱势消费者权力,在一定程度上解决了这种方法上的差距。CPR检查表是基于一种综合的现实审查方法,通过专家小组进行内容验证,并包括消费者共同研究人员参与研究过程。考虑到弱势消费者和市场研究的复杂性,CPR清单提供了一套“如何以及为什么”的问题,以指导严格和道德的项目行为。
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Consumer partnerships in research (CPR) checklist: A method for conducting market research with vulnerable consumers
There is a need for better evidence on how to effectively support consumer partnerships in research (CPR). This paper aims to provide a practical checklist for market researchers to plan, implement, and report research where vulnerable consumers are the target population. A vulnerable consumer is someone who, due to their circumstances, may be disadvantaged or at risk in some marketplace situations. Here, it is proposed that research conducted about vulnerable consumers must include consumer co-researchers as partners in the research process. The involvement of consumers as co-researchers addresses this methodological gap to some extent by democratizing research design and empowering vulnerable consumers. The CPR Checklist is based on an integrative realistic review method, content validation via an expert panel, and includes consumer co-researcher involvement in the research process. Considering the complexities of vulnerable consumers and market research, the CPR Checklist provides a suite of 'how and why' questions to guide rigorous and ethical project conduct.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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