Participant Observation and the Pursuit of Truth: Methodological and Ethical Considerations
Maria Royne Stafford The University of Georgia and Thomas F. StaffordEmory University
INTRODUCTION
As qualitative research continues to gain popularity among consumer researchers, participant observation emerges as a method of interest. Participant observation is ideally suited for gaining an insiders perspective, while allowing the researcher to observe surroundings and behaviour. As with any qualitative method, one must be concerned with ensuring that the observations are truly representative of the individual or group being studied. Further, are there better ways of coming closer to that...