“Integrative” qualitative methods in a services context

Discusses the advantages of using qualitative methods for services marketing research. Describes in particular the use of an “integrative” qualitative research methodology in relation to a study concerning quality in marketing in a services context. Suggests that the development of an “integrative” qualitative research methodology is built on the very practical need for researchers to develop the “best” possible methodologies for their own specific research problem or issues. Combines the notion of an integrative research methodology with the idea of a “stream of research”, or research which builds on earlier studies and explicitly allows the research to evolve and develop through distinctive stages over a given time period.

[1]  Raymond W. LaForge,et al.  The Marketing/ Small Enterprise Paradox: A Research Agenda , 1985 .

[2]  Raymond P. Fisk,et al.  Observational data collection methods for services marketing: An overview , 1992 .

[3]  M. Patton,et al.  Qualitative evaluation methods , 1981 .

[4]  Valarie A. Zeithaml,et al.  Services marketing in a changing environment , 1985 .

[5]  Russell W. Belk,et al.  Extended Self and Extending Paradigmatic Perspective , 1989 .

[6]  F. Buttle.  SERVQUAL: review, critique, research agenda , 1996 .

[7]  T. Das.  QUALITATIVE RESEARCH IN ORGANIZATIONAL BEHAVIOUR , 1983 .

[8]  John,et al.  Reclaiming Qualitative Methods for Organizational Research: A Preface. , 1979 .

[9]  Henry Mintzberg.  The Nature of Managerial Work , 1974, Operational Research Quarterly (1970-1977).

[10]  Henry Mintzberg.  An Emerging Strategy of "Direct" Research , 1979 .

[11]  David M. Fetterman,et al.  Ethnography: Step-by-Step , 1989 .

[12]  Steven A. Taylor,et al.  Servperf versus Servqual: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality , 1994 .

[13]  A. Parasuraman,et al.  A MULTIPLE-ITEM SCALE FOR MEASURING CUSTOMER PERCEPTIONS OF SERVICE QUALITY , 1988 .

[14]  A. Parasuraman,et al.  A Conceptual Model of Service Quality and Its Implications for Future Research , 1985 .

[15]  John F. Sherry,et al.  The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey , 1989 .

[16]  G. L. Shostack.  Breaking Free from Product Marketing , 1977 .

[17]  A. Parasuraman,et al.  SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. , 1988 .