Marketing research has been traditionally conducted on consumers that can be described as WEIRD (Western, Educated, Industrialised, Rich, and Democratic) (Firat ...

Physicists have known for decades that the process of observing and measuring phenomena changes those very phenomena—the so-called “observer effect." It does not even matter whether the “observer” is ...

Reflexivity, which requires the conscious appraisal of how researchers’ social positions and subjectivities interact with the research process, has become increasingly popular in qualitative research ...

Listen to episode one of the podcast here. For decades, scholars around the world have questioned the Eurocentric epistemic structures that shape academia, stressing the need to “decolonise” it.