Ethics and identity in global market research
- 1 May 1996
- journal article
- research article
- Published by Taylor & Francis in Cultural Studies
- Vol. 10 (2) , 218-236
- https://doi.org/10.1080/09502389600490131
Abstract
The commercial process that matches global goods and services to local tastes demands knowledge, and hence surveillance, of cultural differences and identities. This article focuses on the strategic position held by market research within the global infrastructure of consumption and confronts the ethical problematic arising from the encounter between research interviewers and people.Keywords
This publication has 3 references indexed in Scilit:
- Out of kindness and into difference: the value of global market researchMedia, Culture & Society, 1996
- In the laboratories of desire. Advertising as an intermediary between products and consumersRéseaux. The French journal of communication, 1993
- Desperately Seeking the AudiencePublished by Taylor & Francis ,1991