ABSTRACT
Questions ofreflexivity (2): To what extent does the author reflect on the nature of the project? At various points the research is framed as addressing 'the limited work that currently exists' (1998: 343) in a \vay that is 'managerially useful' and 'for the advancement of marketing theory' (1998: 365). The debt is clearly acknowledged to the 'three women who shared their stories' (1998: 343, footnote). However there is no indication that the three women have been involved in an activity that is 'consciousness-raising' or that they have benefited in any way from the research other than by receiving 'specially tailored gifts valued at $100 in exchange for ... a total of 12-15 hours of home interview' (1998: 347). If marketing is about exchange then we might ask about the balance of po\ver in this particular set of transactions and what effects, if any, such payments might have had on the respondents.
