التفاصيل البيبلوغرافية
| العنوان: |
Indigenous Research Methods to Build an Uncontested Space for Marketing Insight. |
| المؤلفون: |
Chan, Kaye, Khamis, Susie, Taylor, Maureen, Waller, David |
| المصدر: |
International Journal of Market Research; Nov2023, Vol. 65 Issue 6, p796-811, 16p |
| مصطلحات موضوعية: |
INDIGENOUS Australians, SOCIAL attitudes, RESEARCH methodology, MARKETING research, RESEARCH personnel |
| مصطلحات جغرافية: |
AUSTRALIA |
| مستخلص: |
Many countries have ethnically diverse populations and marketing practitioners need to consider these diversities when undertaking research, particularly when exploring sensitive topics. In Australia, Indigenous Australians make up 3.3% of the population and are a commonly researched audience to gauge attitudes and ensure cultural offense does not occur due to unintended consequences of marketing activity. However, obtaining information from such a vulnerable group using quantitively based surveys is often inappropriate or insensitive. This paper introduces to Euro-western market researchers the concepts of flipping and yarning as a market research approach that has been used by Indigenous Australians for thousands of years. This circular market research approach demonstrates that ensuring a cultural understanding of the community can provide a foundation for a research approach that is 'considered' and respectful. It is hoped that this type of methodology can be used with other vulnerable communities as well as other diverse groups. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
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