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Ignored or invisible: challenges to recruiting and researching members of marginalised communities.

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Názov: Ignored or invisible: challenges to recruiting and researching members of marginalised communities.
Autori: Dean, Dianne1 (AUTHOR) Dianne.Dean@shu.ac.uk, Singh, Pallavi1 (AUTHOR) P.Singh@shu.ac.uk, Jones, Scott2 (AUTHOR)
Zdroj: Journal of Marketing Management. Nov2025, Vol. 41 Issue 15/16, p1499-1508. 10p.
Predmety: *CONSUMER research, *EMPLOYEE recruitment, RESEARCH methodology, EDUCATIONAL equalization, POOR people, IDENTITY (Psychology)
Abstrakt: The article focuses on the challenges researchers face when engaging with marginalized groups in marketing and consumer research. It highlights the difficulties in recruiting participants from diverse backgrounds, particularly those who are vulnerable or marginalized, and discusses the complexities of knowledge hierarchies that often exclude these voices from academic discourse. The authors emphasize the importance of understanding positionality—how researchers' identities and experiences influence their interactions with participants—and advocate for transformative consumer research that prioritizes the lived experiences of marginalized individuals. The article also outlines various strategies and methodologies that can enhance collaboration and trust between researchers and marginalized communities, ultimately aiming to improve the inclusivity and impact of research in this field. [Extracted from the article]
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Databáza: Business Source Index
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Abstrakt:The article focuses on the challenges researchers face when engaging with marginalized groups in marketing and consumer research. It highlights the difficulties in recruiting participants from diverse backgrounds, particularly those who are vulnerable or marginalized, and discusses the complexities of knowledge hierarchies that often exclude these voices from academic discourse. The authors emphasize the importance of understanding positionality—how researchers' identities and experiences influence their interactions with participants—and advocate for transformative consumer research that prioritizes the lived experiences of marginalized individuals. The article also outlines various strategies and methodologies that can enhance collaboration and trust between researchers and marginalized communities, ultimately aiming to improve the inclusivity and impact of research in this field. [Extracted from the article]
ISSN:0267257X
DOI:10.1080/0267257X.2025.2577511