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Experiencing family ethnography: challenges, practicalities and reflections on practice

Cathriona Nash (Department of Marketing, Technological University Dublin, Dublin, Ireland)
Lisa O'Malley (Department of Marketing and Management, University of Limerick Kemmy Business School, Limerick, Ireland)
Maurice Patterson (Department of Marketing and Management, University of Limerick Kemmy Business School, Limerick, Ireland)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 15 May 2020

Issue publication date: 18 January 2021

417

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.

Keywords

Citation

Nash, C., O'Malley, L. and Patterson, M. (2021), "Experiencing family ethnography: challenges, practicalities and reflections on practice", Qualitative Market Research, Vol. 24 No. 1, pp. 97-112. https://doi.org/10.1108/QMR-03-2019-0050

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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