Researcher Reflexivity: a Personal Journey

The notion of researcher reflexivity, of presenting honest and self-searching accounts of the research process, is increasingly being seen as integral to qualitative research (e.g. Sherry and Schouten, 2002, Kleinsasser, 2000). According to Gergen and Gergen (2000), reflexive researchers seek ways of demonstrating to their audiences their historical situatedness, their personal investments in the research, acknowledging various biases they may bring, revealing “their surprises and ‘undoings’ in the process of the research endeavour.” This paper explores these ideas and illustrates how I shape the research and, to a certain extent, how doing the research shapes me as a researcher.


Helen Woodruffe-Burton (2005) ,"Researcher Reflexivity: a Personal Journey", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 322-326.


Helen Woodruffe-Burton, Lancaster University Management School


E - European Advances in Consumer Research Volume 7 | 2005

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