MOS Marketing Research Community Seminar – Dr Mona Moufahim

Title: What can go wrong with data collection and how to face those issues?

Date: 7 July 2023

Time: 11:00-12:00

Location: NUBS.3.06

Guest Speaker: Dr Mona Moufahim, Senior Lecturer, Stirling Management School, University of Stirling, UK

If you would like to attend, please register using the following link:

What can go wrong with data collection and how to face those issues?

Abstract:

In this presentation, I will talk about some of the key dimensions to consider when preparing for immersive fieldwork. I will illustrate my points with tales from my own experience conducting participant observations in various contexts (and countries). I wish to highlight the richness of ethnography in generating rich insights, but also the challenges attached with this research approach (and the lessons I have learnt from mistakes!).