Rich descriptions: Evoking informant self-reflexivity in marketing and consumer research

Takhar, Amandeep; Chitakunye, Pepukayi

doi:10.1080/0267257x.2012.700316

Cited by 20 publications

(22 citation statements)

References 29 publications

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“…The intention was to understand the nature and possible meanings of these devices when integrated within family quality time. This is consistent with the work of Denzin (1997), Takhar and Chitakunye (2012), Wills (2012), our concern was to produce multiple voices in the research process.…”

Section: Methodssupporting

confidence: 74%

Consuming family quality time: the role of technological devices at mealtimes

Chitakunye

Takhar

2014

British Food Journal

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Purpose – The purpose of this paper is to explore how technological devices impact on family mealtime rituals. The intention is to understand how the consumption of technological devices transforms eating practices, and how the meanings of family quality time are continuously evolving through the consumption of mobile media devices. Design/methodology/approach – Insights are drawn from two independent, ethnographic studies that adopted an interpretive approach which employed multiple methods, including 63 visual diaries; 40 written diaries; observations in schools, homes, and Sikh temples (73 items observed), and 66 in-depth interviews. Both studies involved children, aged between 13 and 17 years within the UK, and were conducted for a period of over 12 months each. Informants were recruited through interaction with schools, Sikh temples and the Sikh community. Findings – The findings reveal interplay between family quality time, and the consumption of technological devices such as smartphones, laptops, tablets, ipods and their associated application packages. Of particular interest is how these devices transfer cultural meanings surrounding family mealtime interactions. The paper uncovers how family quality time is altered and evolved in form, but not ultimately abandoned, and argues that the pervasive nature of technology at mealtimes has implications into food cultures and identity. Originality/value – The encroachment of media devices on the food environment has often been described with negativity. However, this study tells a different, yet positive tale about transformations in social institutions such as the family and the school as a consequence of the consumption of technological devices at mealtimes.

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Section: Methodssupporting

confidence: 74%

Consuming family quality time: the role of technological devices at mealtimes

Chitakunye

Takhar

2014

British Food Journal

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“…Secondly, a survey and semi-structured interviews were conducted to solicit the views of 50 women entrepreneurs. This diversity of data sources was used to produce multiple voices (Takhar and Chitakunye, 2012), thereby generating a deeper understanding of the study. Descriptive statistics and content analysis were used to analyse data.…”

Section: Methodsmentioning

confidence: 99%

Gendered Lending Practices: Enabling South African Women Entrepreneurs to Access Start-Up Capital

Derera

Chitakunye

O’Neill

et al. 2014

J. Enterprising Culture

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This study explores gendered lending and marketing practices of start-up capital to women entrepreneurs in South Africa. A multi-method research design, comprising of 6 in-depth interviews with experts, and a survey of 50 women entrepreneurs was adopted using convenience and snowball sampling techniques, respectively. The findings revealed that women entrepreneurs are experiencing gendered discriminatory practices embedded in lending practices used by financial institutions, thereby discouraging them to venture into non-traditional industries. Whilst financial providers may know their products well, many emerging women entrepreneurs in South Africa may find it difficult and costly to obtain information on the thousands of financial products available. Hence, women entrepreneurs resort to taking greater risks than necessary in order to get their businesses off the ground. Educating women on financial matters is extremely important if South Africa is to benefit fully from the untapped entrepreneurial talent that women possess. The study adds voice to the discriminatory lending practices faced by women entrepreneurs in developing countries. Future research could explore the feasibility of establishing a financial institution which caters specifically for the needs of women.

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“…In fact, the discussions of reflexivity within consumer research have tended to be around introspection (Hirschman, 1986;Holbrook, 1995;Wallendorf & Brucks, 1993), and centred on the significance of the researcher maintaining reflexivity (Bettany & Woodruffe-Burton, 2009) within the research process. While we are not arguing against this trend, we argue for an in-depth account of informants' inner voices through the use of a multiple methods approach (Takhar & Chitakunye, 2012) and by immersing informants in the research encounter and data collection phase over a longer period of time.…”

Section: Introductionmentioning

confidence: 97%

“…According to Lynch (2000) "reflexivity is a central and yet confusing topic" (p.26) because it can be difficult to establish just what is being claimed. While reflexivity has been discussed across a range of disciplines, such as philosophy (Foucalt, 1970), anthropology (Latour, 1988), sociology (Ashmore, 1989), and psychology (Clifford & Marcus, 1986) the discussion of reflexivity within consumer research has been scarce to date (Bettany & Woodruffe-Burton, 2009;Takhar & Chitakunye, 2012). In fact, the discussions of reflexivity within consumer research have tended to be around introspection (Hirschman, 1986;Holbrook, 1995;Wallendorf & Brucks, 1993), and centred on the significance of the researcher maintaining reflexivity (Bettany & Woodruffe-Burton, 2009) within the research process.…”

Section: Introductionmentioning

confidence: 99%