Indigenous Research Methods to Build an Uncontested Space for Marketing Insight

Chan, K; Khamis, S; Taylor, M; Waller, D

Indigenous Research Methods to Build an Uncontested Space for Marketing Insight

Chan, K

Khamis, S

Taylor, M

Waller, D

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Publisher:: SAGE Publications
Publication Type:: Journal Article
Citation:: International Journal of Market Research, 2023, 65, (6), pp. 796-811
Issue Date:: 2023-03-20

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Field	Value	Language
dc.contributor.author	Chan, K https://orcid.org/0000-0002-8833-1458
dc.contributor.author	Khamis, S https://orcid.org/0000-0002-6513-6844
dc.contributor.author	Taylor, M https://orcid.org/0000-0002-9420-3591
dc.contributor.author	Waller, D https://orcid.org/0000-0002-4016-4275
dc.date.accessioned	2024-01-08T04:02:47Z
dc.date.available	2024-01-08T04:02:47Z
dc.date.issued	2023-03-20
dc.identifier.citation	International Journal of Market Research, 2023, 65, (6), pp. 796-811
dc.identifier.issn	1470-7853
dc.identifier.issn	2515-2173
dc.identifier.uri	http://hdl.handle.net/10453/174090
dc.description.abstract	Many countries have ethnically diverse populations and marketing practitioners need to consider these diversities when undertaking research, particularly when exploring sensitive topics. In Australia, Indigenous Australians make up 3.3% of the population and are a commonly researched audience to gauge attitudes and ensure cultural offense does not occur due to unintended con- sequences of marketing activity. However, obtaining information from such a vulnerable group using quantitively based surveys is often inappropriate or insensitive. This paper introduces to Euro- western market researchers the concepts of ﬂipping and yarning as a market research approach that has been used by Indigenous Australians for thousands of years. This circular market research approach demonstrates that ensuring a cultural understanding of the community can provide a oundation for a research approach that is ‘considered’ and respectful. It is hoped that this type of methodology can be used with other vulnerable communities as well as other diverse groups.
dc.language	English
dc.publisher	SAGE Publications
dc.relation.ispartof	International Journal of Market Research
dc.relation.isbasedon	10.1177/14707853231165471
dc.rights	info:eu-repo/semantics/openAccess
dc.rights	Chan, K., Khamis, S., Taylor, M., & Waller, D. (2023). Indigenous Research Methods to Build an Uncontested Space for Marketing Insight. International Journal of Market Research, 65(6), 796-811. Copyright ©2023. DOI: 10.1177/14707853231165471
dc.subject	0806 Information Systems, 1505 Marketing
dc.subject.classification	Marketing
dc.subject.classification	3506 Marketing
dc.title	Indigenous Research Methods to Build an Uncontested Space for Marketing Insight
dc.type	Journal Article
utslib.citation.volume	65
utslib.for	0806 Information Systems
utslib.for	1505 Marketing
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/Public Communication Program
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/FASS Faculty Administration
utslib.copyright.status	open_access	*
pubs.consider-herdc	true
dc.date.updated	2024-01-08T04:02:46Z
pubs.issue	6
pubs.publication-status	Published
pubs.volume	65
utslib.citation.issue	6

Abstract:

Many countries have ethnically diverse populations and marketing practitioners need to consider these diversities when undertaking research, particularly when exploring sensitive topics. In Australia, Indigenous Australians make up 3.3% of the population and are a commonly researched audience to gauge attitudes and ensure cultural offense does not occur due to unintended con- sequences of marketing activity. However, obtaining information from such a vulnerable group using quantitively based surveys is often inappropriate or insensitive. This paper introduces to Euro- western market researchers the concepts of ﬂipping and yarning as a market research approach that has been used by Indigenous Australians for thousands of years. This circular market research approach demonstrates that ensuring a cultural understanding of the community can provide a oundation for a research approach that is ‘considered’ and respectful. It is hoped that this type of methodology can be used with other vulnerable communities as well as other diverse groups.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/174090