扩大边缘化消费者的声音:基于创伤的定性方法

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2022-11-16 DOI:10.1177/14707853221139576
Elizabeth Crosby, Kim McKeage, T. Rittenburg, N. Adkins
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引用次数: 1

摘要

在营销经典中,边缘化消费者的生活经历相对缺失。在本文中,我们建议将创伤知情方法分层到深度访谈和拼贴的定性研究方法上,以增强边缘化消费者的声音。尽管市场研究人员接受过考虑研究参与者潜在风险的培训,但当感兴趣的现象涉及或与消费者边缘化交叉时,关于如何协商研究空间的正式指导很少。创伤知情方法(TIA)的应用不仅为更好地理解边缘化消费者的生活经历提供了有效的方法,而且还提供了一种放大他们声音的方法。采用TIA方法确保举报人的身体和情感安全,可以建立信任,使举报人参与研究过程,并鼓励经常感到在市场中被剥夺权利的边缘化消费者做出公开、诚实的回应。
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Amplifying marginalised consumers’ voices: A case for trauma-informed qualitative methodologies
The lived experiences of marginalised consumers are relatively absent in the marketing canon. In this article, we propose layering a trauma-informed approach onto the qualitative research methodologies of depth-interviewing and collaging to enhance the voices of marginalised consumers. Although marketing researchers are trained to consider potential risks to research participants, little formal guidance exists on how to negotiate the research space when the phenomenon of interest involves or intersects with consumer marginalisation. Application of a trauma-informed approach (TIA) not only offers a path toward effective methodologies to better understand the lived experiences of marginalised consumers, but also provides a method to amplify their voices. Adopting a TIA approach ensuring informants’ physical and emotional safety can build trust, engage informants in the research process, and encourage open, honest responses among marginalised consumers who often feel disenfranchised in the marketplace.
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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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