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Researchers' introspection for multi-sited ethnographers: A xenoheteroglossic autoethnography


  • Minowa, Yuko
  • Visconti, Luca M.
  • Maclaran, Pauline


While multi-sited ethnography has been gaining attention increasingly in consumer studies, the presence of geographically dispersed researchers from different cultural backgrounds poses methodological questions we are not fully equipped to handle. Relying on an extensive literature review and abductive reasoning originated by our investigation of desire and imagination in urban transformation, we propose xenoheteroglossic autoethnography (XHAE) as a form of ethnographically-driven introspection by researchers from multiple countries with diverse cultural backgrounds. Our method is discussed in terms of cultural entrée within and beyond the self, gathering and documenting data, analyzing and communicating data, and ensuring research trustworthiness. The current study helps position the technique beyond the epistemological and methodological disputes that have surrounded the use of introspection in consumer research, and researcher introspection in particular. We investigate how researcher introspection at the onset of and during multi-sited research projects can improve researchers' reflexivity and enhance multi-sited ethnography trustworthiness.

Suggested Citation

  • Minowa, Yuko & Visconti, Luca M. & Maclaran, Pauline, 2012. "Researchers' introspection for multi-sited ethnographers: A xenoheteroglossic autoethnography," Journal of Business Research, Elsevier, vol. 65(4), pages 483-489.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:4:p:483-489
    DOI: 10.1016/j.jbusres.2011.02.026

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    References listed on IDEAS

    1. Gould, Stephen J, 1995. " Researcher Introspection as a Method in Consumer Research: Applications, Issues, and Implications: Comments," Journal of Consumer Research, Oxford University Press, vol. 21(4), pages 719-722, March.
    2. Gould, Stephen J, 1991. " The Self-Manipulation of My Pervasive, Perceived Vital Energy through Product Use: An Introspective-Praxis Perspective," Journal of Consumer Research, Oxford University Press, vol. 18(2), pages 194-207, September.
    3. Wallendorf, Melanie & Brucks, Merrie, 1993. " Introspection in Consumer Research: Implementation and Implications," Journal of Consumer Research, Oxford University Press, vol. 20(3), pages 339-359, December.
    4. Dannie Kjeldgaard & Sren Askegaard, 2006. "The Glocalization of Youth Culture: The Global Youth Segment as Structures of Common Difference," Journal of Consumer Research, Oxford University Press, vol. 33(2), pages 231-247, July.
    5. Holbrook, Morris B., 2006. "Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay," Journal of Business Research, Elsevier, vol. 59(6), pages 714-725, June.
    6. Levy, Sidney J, 1996. " Stalking the Amphisbaena," Journal of Consumer Research, Oxford University Press, vol. 23(3), pages 163-176, December.
    7. Dubois, Anna & Gadde, Lars-Erik, 2002. "Systematic combining: an abductive approach to case research," Journal of Business Research, Elsevier, vol. 55(7), pages 553-560, July.
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    Cited by:

    1. Takhar-Lail, Amandeep & Chitakunye, Pepukayi, 2015. "Reflexive introspection: Methodological insights from four ethnographic studies," Journal of Business Research, Elsevier, vol. 68(11), pages 2383-2394.


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