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Up Close and Personal: Questioning the Orthodoxy of Objectivity in Qualitative Research

Jo Adams (Associate Director Flamingo Research 2nd Floor 334 Chiswick High Road London W4 5TA UK)
David Burrows (Associate Director Flamingo Research 2nd Floor 334 Chiswick High Road London W4 5TA UK)

International Journal of Advertising and Marketing to Children

ISSN: 1464-6676

Article publication date: 1 February 2000

143

Abstract

This paper was first presented at the ESOMAR Youth Marketing Conference, Beijing, 24–26 October 1999. It discusses approaches to youth research designed to help ensure that our understanding of the youth target is maximised. It acknowledges the complexity of the youth consumer's attitudes and brand relationships, and the consequent need to understand these relationships from a number of different angles. It focuses on an examination of methodologies and techniques which go beyond the classical qualitative remit, challenging traditional notions of researcher objectivity. It will argue that more subjective approaches to the world of the youth consumer will enable a more contextualised vision of their world and their relationship with brands. The paper will outline the belief that such an approach will contribute to the levels of insight researchers are able to offer clients, in turn enabling them to better anticipate change and development in youth attitudes and needs. Project examples where we believe this has been achieved will be detailed.

Keywords

Citation

Adams, J. and Burrows, D. (2000), "Up Close and Personal: Questioning the Orthodoxy of Objectivity in Qualitative Research", International Journal of Advertising and Marketing to Children, Vol. 2 No. 1, pp. 47-57. https://doi.org/10.1108/eb027635

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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