Experiencing family ethnography: challenges, practicalities and reflections on practice. Issue 1 (15th May 2020)

• Record Type: Journal Article
• Authors: Nash, Cathriona; O'Malley, Lisa; Patterson, Maurice
• Is Part Of: Qualitative market research. Volume 24:Issue 1(2021)
• Page Start: 97
• Page End: 112
• Publication Date: 2020-05-15
• Subjects: Family -- Ethnography -- Family consumption -- Family methodology; Marketing research -- Periodicals; 658.8305
• DOI: 10.1108/QMR-03-2019-0050
• Languages: English
• ISSNs: 1352-2752

Abstract

Abstract : Purpose: The purpose of this paper is to offer a critical reflection on the experience and challenges associated with conducting a family ethnography along with methodological guidance that generates insights for future researchers. Design/methodology/approach: This paper uses a family ethnography as a methodological approach to investigate family consumption in context with a view towards capturing detailed consumption experiences. Findings: A family ethnography is a valuable but challenging methodology to follow in its preparation, practice and publishing. Despite these challenges, they are surmountable with some lateral thinking to conduct methodologically and ethically sound ethnographic research. Research limitations/implications: The method, challenges and guidance offered here can be used to make the most of ethnography as a methodological approach to family research. Practical implications: The critical reflection of the experience and challenges of conducting a family ethnography along with the practical advice offered here may guide those considering using ethnographic research. Originality/value: Contributions include a critical reflection on the experience and challenges of conducting a family ethnography, ethical and methodological guidelines to overcome them and operational guidelines for their use.