Naturalistic Group Interviewing in China

In this film, we argue that only certain qualitative methods are appropriate in a Chinese context, due to various aspects of Chinese culture which de-emphasize expressing one’s thoughts, feelings, beliefs and values openly. This film demonstrates how (1) presenting Chinese consumers with scenarios that they can relate to stimulates meaningful discussion, (2) breaching people’s expecations is what allows people to articulate underlying meaning systems, and (3) conducting interviews in naturally occurring social groups all lead to naturalistic discussions.


Giana Eckhardt and Anders Bengtsson (2009) ,"Naturalistic Group Interviewing in China", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 33-33.


Giana Eckhardt, Suffolk University, USA
Anders Bengtsson, Suffolk University, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

Share Proceeding

Featured papers

See More


The Self-Perception Connection: Why Consumers Devalue Unattractive Produce

Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More


Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action

Lena Pellandini-Simanyi, Università della Svizzera Italiana

Read More


In Pursuit of Imperfection: How Flawed Products Can Reveal Valuable Process Information

Erin P Carter, University of Maine
Peter McGraw, University of Colorado, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.