자연주의적 탐구조사(Naturalistic Inquiry)

From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing

Design science research (DSR) has staked its rightful ground as an important and legitimate Information Systems (IS) research paradigm We contend that DSR has yet to attain its full potential impact on the development and use of information systems due to gaps in the understanding and application of DSR concepts and methods This essay aims to help researchers (1) appreciate the levels of artifact abstractions that may be DSR contributions, (2) identify appropriate ways of consuming and producing knowledge when they are preparing journal articles or other scholarly works, (3) understand and position the knowledge contributions of their research projects, and (4) structure a DSR article so that it emphasizes significant contributions to the knowledge base Our focal contribution is the DSR knowledge contribution framework with two dimensions based on the existing state of knowledge in both the problem and solution domains for the research opportunity under study In addition, we propose a DSR communication schema with similarities to more conventional publication patterns, but which substitutes the description of the DSR artifact in place of a traditional results section We evaluate the DSR contribution framework and the DSR communication schema via examinations of DSR exemplar publications

https://www.misq.org/skin/frontend/default/misq/pdf/appendices/2013/V37I2_Appendices/GregorHevnerAppendices.pdf

Positioning and presenting design science research for maximum impact

Aims to address a gap in the literature about quality criteria for validity and reliability in qualitative research within the realism scientific paradigm. Six comprehensive and explicit criteria for judging realism research are developed, drawing on the three elements of a scientific paradigm of ontology, epistemology and methodology. The first two criteria concern ontology, that is, ontological appropriateness and contingent validity. The third criterion concerns epistemology: multiple perceptions of participants and of peer researchers. The final three criteria concern methodology: methodological trustworthiness, analytic generalisation and construct validity. Comparisons are made with criteria in other paradigms, particularly positivism and constructivism. An example of the use of the criteria is given. In conclusion, this paper’s set of six criteria will facilitate the further adoption of the realism paradigm and its evaluation in marketing research about, for instance, networks and relationship marketing.

Comprehensive criteria to judge validity and reliability of qualitative research within the realism paradigm

Qualitative research has not been viewed as a rigorous alternative to established quantitative methods in postgraduate marketing research. However, this paper reports on the Australian development of a successful, structured approach to using the case study methodology in postgraduate research. Its aim is to present and justify guidelines for using the case study research methodology in honours, masters and PhD research theses, and so it should interest candidates and their supervisors. First, appropriate positions on a range of scientific paradigms and core issues of induction and deduction are established. Then implementation of the case study methodology is examined, including the numbers of case studies and of interviews. Unusual but effective uses of theoretical replication to rigorously analyze case study data are illustrated from postgraduate theses. Finally, a framework is provided for constructing a thesis, emphasizing the key methodology chapter.

Processes of a case study methodology for postgraduate research in marketing

PART ONE: SOCIAL SCIENCE RESEARCH AND MARKETING Philosophy of Research Scope of Research in Marketing Design of a Research Problem Academic, Business and Practitioner Research PART TWO: QUALITATIVE RESEARCH METHODOLOGIES Justification of a Qualitative Research Methodology In-Depth Interviewing Case-Based Research Focus Group Interviewing Observation Studies Ethnography and Grounded Theory Action Research and Action Learning PART THREE: APPLICATIONS AND OUTCOMES OF QUALITATIVE RESEARCH Organizing, Processing and Visualizing Data Writing Qualitative Research Reports Integrative Multiple Mixes of Methodologies Qualitative Research Future Evolution

Qualitative Marketing Research

The purpose of this research is to answer the question: how can a new service development (NSD) program in the financial services industry be managed? More specifically, this research has two objectives: to explore the stages in the NSD process; and to explore how customer input may be obtained in the various stages of the development process. After a review of the new product development literature, the case study methodology involving in‐depth interviews with managers and their customers is described. Analysis of the data showed that there were ten stages in the NSD process, and whether those stages were managed linearly or sequentially was a function of the size of the firm. In addition, how NSD managers obtained customer input in each stage, was uncovered. Implications for NSD managers include which stages to concentrate on, and how to capture customer input.

A customer‐oriented new service development process

Purpose – The aim of this paper is to apply principles of the realism paradigm within qualitative research projects.Design/methodology/approach – The paper starts by establishing the usefulness of realism research for investigating marketing management phenomena, and then considers the implications of the realism paradigm for research design.Findings – Issues such as the level of prior theory required, the use of replication logic and triangulation are discussed. In addition, guidelines for realism data analysis and reporting are developed.Originality/value – This paper provides an explicit set of principles for realism research design and data analysis that is different from those in other types of research.

Research design and data analysis in realism research

This paper addresses the issue of scientific paradigms in marketing research. It begins with an overview of a 'rapprochement' model suggested for network research by Borch and Arthur ( 1995) which attempts to integrate objective and subjective research. We argue that their two-dimensional approach that separates the objective, positivist dimension and the subjective, interpretative dimension could be extended to include the realism paradigm. Characteristics of that paradigm are described and its appropriateness for case study research is established.

Realism’s role among scientific paradigms in marketing research

This research used the somewhat new methodology of convergent interviews to develop a conceptual framework about relationship constructs in an Internet environment. More generally, this article describes and illustrates the processes and the strengths of convergent interviewing to investigate under‐researched areas, and compares it with alternative qualitative techniques like in‐depth interviews, case research and focus groups. The illustration involves interviews conducted with marketing managers and business consultants from ten service companies, about Internet and relationship marketing. It is argued that convergent interviewing is more appropriate than some other qualitative methods to investigate under‐researched areas where there are few experts because it provides a way of quickly converging on key issues in the area, an efficient mechanism for data analysis after each interview, and a way of deciding when to stop collecting data. Convergent interviews could become another useful qualitative research method to explore new issues about emerging marketing phenomena.

Convergent interviewing to build a theory in under‐researched areas: principles and an example investigation of Internet usage in inter‐firm relationships

Chad Perry

Papers

Qualitative Marketing Research

A customer‐oriented new service development process

Research design and data analysis in realism research

Realism’s role among scientific paradigms in marketing research

Convergent interviewing to build a theory in under‐researched areas: principles and an example investigation of Internet usage in inter‐firm relationships