RESEARCHING SENSITIVE TOPICS IN MARKETING - THE SPECIAL CASE OF VULNERABLE POPULATIONS

The author purposes to stimulate discussion on the unique dilemmas experienced by public policy researchers in marketing, who investigate sensitive topics with vulnerable populations. After a brief description of what constitutes sensitive research, the author discusses the impact of this sensitivity on the conduct of such investigations. He then examines how findings should be disseminated to audiences beyond the academic realm and concludes with a call for research using a critical theory perspective.