Introduction and background
"I realized in the back of my mind that as a Caucasian woman, I would be working with a handicap; that a woman of the same ethnicity as the researched would be much better equipped. I wondered if women of color would trust me enough to want to talk about their personal workplace experiences. Could I adequately interpret their experiences? Would they find my questions naïve, uninformed, or offensive? How could I do this without in some sense "othering" and re-invoking a fixed hierarchical relationship between respondents and myself?" (Pompper, 2010, p. 4)
Marketing researchers are...