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Indigenous Research Methods to Build an Uncontested Space for Marketing Insight.
- Source :
- International Journal of Market Research; Nov2023, Vol. 65 Issue 6, p796-811, 16p
- Publication Year :
- 2023
-
Abstract
- 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]
Details
- Language :
- English
- ISSN :
- 14707853
- Volume :
- 65
- Issue :
- 6
- Database :
- Complementary Index
- Journal :
- International Journal of Market Research
- Publication Type :
- Academic Journal
- Accession number :
- 173147982
- Full Text :
- https://doi.org/10.1177/14707853231165471