Participant Observation and the Pursuit of Truth: Methodological and Ethical Considerations

As qualitative methods such as participant observation gain popularity, researchers become increasingly concerned with the veracity of findings.
  

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 insider’s 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...

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