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

https://link-springer-com-443.webvpn.jmu.edu.cn/content/pdf/10.1007%2F978-981-10-5249-1_3.pdf

A Niche Professional Doctorate: An Effective and Timely Program for Career-Focused Managers

Philosophy of Research

Franchising is the fastest growing method of doing business.In Malaysia in particular, franchising has been aggressively promoted by the government since the early 1990s.However, there is little academic research to guide or regulate industry practices.Thus this research investigates the process of developing a new franchise system, with particular reference to the elements of franchise disclosure documents.This research used action
research methodology to develop a new practical framework of franchise disclosure documents within the Malaysian government department that handles franchise regulation.
Three main action research cycles (with two mini-action cycles for each main cycle) were conducted with three new franchise systems seeking to register with the Registrar of
Franchise.To triangulate the findings of the action research, the researcher also presented them at a National Franchise Workshop.These activities showed that the franchise disclosure documents should comprise 25 elements: 9 elements of financial planning and 16 elements of non-financial items. This practical framework for franchise disclosure documents in a new franchise system was adopted by the Registrar of Franchise in Malaysia.

Chad Perry

Papers

A Niche Professional Doctorate: An Effective and Timely Program for Career-Focused Managers

Philosophy of Research

The structure of a franchise disclosure document for a new franchise system in Malaysia