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Article
Publication date: 17 January 2020

Aku Valtakoski

The purpose of this paper is to review the evolution of empirical research methods in Journal of Services Marketing (JSM), how the choice of methodology is related to the…

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1598

Abstract

Purpose

The purpose of this paper is to review the evolution of empirical research methods in Journal of Services Marketing (JSM), how the choice of methodology is related to the research topic, and how methodology affects the impact of papers published in JSM.

Design/methodology/approach

Based on citation data from Scopus, bibliometric methods are used to describe the methodological evolution of literature over the period 1987-2017. Indicator correlations and logistic regression are used to test the methodological predispositions of research topics. Negative binomial regression is used to test the impact of paper methodology on paper citations on 1,036 papers.

Findings

Qualitative research methods have remained relatively rarely used in JSM (7.5 per cent qualitative papers, 13.4 per cent mixed methods), with no major changes over the past 15 years. The variety of research methods has slightly increased in the latest years. There are considerable differences in the methodological predispositions of research topics. The methodology does not directly affect the impact of papers. However, use of mixed methods may positively affect paper impact. Papers focusing on conceptual development tend to be cited more.

Research limitations/implications

The review indicates that quantitative methods dominate research in JSM. However, future research challenges in service marketing research call for a reconsideration of the role of qualitative research for JSM. Findings point out that several research topics could benefit from further qualitative research.

Originality/value

Provides an overview of the latest development in research methodologies used in JSM, and direct statistical evidence on how paper methodology and other characteristics influence paper impact. Identifies areas for further qualitative research.

Details

Journal of Services Marketing, vol. 34 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 14 April 2014

Lee Parker

This paper aims to offer an insight into the emergent qualitative methodological profile and its distinctive contribution to accounting and management scholarship…

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3433

Abstract

Purpose

This paper aims to offer an insight into the emergent qualitative methodological profile and its distinctive contribution to accounting and management scholarship, particularly reflecting upon the contribution of Qualitative Research in Accounting & Management (QRAM).

Design/methodology/approach

It examines the range of qualitative methodologies employed in the research published across the ten years of QRAM and analyses the methodological discourse and its contribution to the armoury available to qualitative researchers. In association with these methodological developments, the paper offers a critique of the articulated role of theory in contemporary accounting and management qualitative research.

Findings

A wide range of qualitative methodologies are found to be in evidence, with considerable scope for further adoption and development of some. Methodological exposition papers are found to be a significant contribution in the past decade and include methodological framework building, methodological applications, methodological critiques, and methodological development exemplars. Alongside methodology, the dual role of theory as either informing or reflecting methodology is presented.

Originality/value

The paper provides a critical analysis and consideration of qualitative methodological literature development in the last ten years of accounting and management research literature, particularly reflected in QRAM. It identifies dominant methodologies in use, as well as opportunities for expanding the methodological menu in accounting and management research. Furthermore, it classifies groups of methodological papers and their contributing perspectives, as well as addressing the often-vexed relationship between theory and methodology.

Details

Qualitative Research in Accounting & Management, vol. 11 no. 1
Type: Research Article
ISSN: 1176-6093

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Article
Publication date: 1 February 2002

Dilanthi Amaratunga, David Baldry, Marjan Sarshar and Rita Newton

Built environment research consists of cognitive and affective, as well as behavioural, components. Existing built environment research utilises either strong qualitative

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54118

Abstract

Built environment research consists of cognitive and affective, as well as behavioural, components. Existing built environment research utilises either strong qualitative or, more often, strong quantitative methodologies. Aims to discuss some of the philosophical issues that would be considered when undertaking academic research into the built environment. Considers the available research options or paradigms and suggests ways in which a researcher can make an informed and sensible decision as to how to proceed. The main dimensions of the debate about the relative characteristics and merits of quantitative and qualitative methodology are outlined, developing the argument that the use of a single methodology often fails to explore all of these components. The use of a mixed methods approach is suggested to counteract this weakness and to enhance research into the built environment.

Details

Work Study, vol. 51 no. 1
Type: Research Article
ISSN: 0043-8022

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Article
Publication date: 12 April 2011

Jennifer Grafton, Anne M. Lillis and Habib Mahama

The purpose of this paper is to set the scene for this special issue by synthesising the vast array of literature to examine what constitutes mixed methods research, and…

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6389

Abstract

Purpose

The purpose of this paper is to set the scene for this special issue by synthesising the vast array of literature to examine what constitutes mixed methods research, and the associated strengths and risks attributed to this approach.

Design/methodology/approach

This paper takes the form of a literature review. The authors draw on extensive methods research from a diverse range of social science disciplines to identify and explore key definitions, opportunities and risks in mixed methods studies. They review a number of accounting studies that adopt mixed methods research approaches. This allows the authors to analyse variance in how mixed methods research is conceptualised across these studies and evaluate the perceived strengths and limitations of specific mixed methods design choices.

Findings

The authors identify a range of opportunities and challenges in the conduct of mixed methods research and illustrate these by reference to both published studies and the other contributions to this special issue.

Originality/value

With the exception of Modell's work, there is sparse discussion of the application and potential of mixed methods research in the extant accounting literature.

Details

Qualitative Research in Accounting & Management, vol. 8 no. 1
Type: Research Article
ISSN: 1176-6093

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Article
Publication date: 1 March 2005

Rudolf R. Sinkovics, Elfriede Penz and Pervez N. Ghauri

To provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the…

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11030

Abstract

Purpose

To provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the application of qualitative methodologies in international marketing research.

Design/methodology/approach

Conceptually, the nature of qualitative research, globalisation and its implications for the research landscape, text‐data as a source for international research and equivalence issues in international qualitative research are discussed. The methodology section applies these concepts and analysis challenges to a real‐world example using N*Vivo software.

Findings

A 14‐step analytic design is developed, introducing procedures of data analysis and interpretation which help to formalise qualitative research of textual data.

Research limitations/implications

The use of software programs (e.g. N*Vivo) helps to substantiate the analysis and interpretation process of textual data.

Practical implications

Step‐by‐step guidance on performing qualitative analysis of textual data and documenting findings.

Originality/value

The paper is valuable for researchers and practitioners looking for guidance in analysing and interpreting textual data from interviews. Specific support is given for N*Vivo software and its application.

Details

Qualitative Market Research: An International Journal, vol. 8 no. 1
Type: Research Article
ISSN: 1352-2752

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Book part
Publication date: 23 February 2016

Ana Campos-Holland, Brooke Dinsmore and Jasmine Kelekay

This paper introduces two methodological innovations for qualitative research. We apply these innovations to holistically understand youth peer cultures and improve…

Abstract

Purpose

This paper introduces two methodological innovations for qualitative research. We apply these innovations to holistically understand youth peer cultures and improve participant-driven qualitative methodology.

Methodology/approach

It moves the methodological frontier forward by blending technology with the “go-along” approach used by ethnographers to prioritize participants’ perspectives and experiences within their socio-cultural contexts.

Findings

We introduce the youth-centered and participant-driven virtual tours, including a neighborhood tour using Google Maps designed to explore how youth navigate their socio-spatial environments (n = 64; 10–17 year-olds; 2013) and a social media tour designed to explore how youth navigate their networked publics (n = 50; 10–17 year-olds; 2013), both in relation to their local peer cultures.

Originality/value

Applicable to a wide range of research populations, the Google Maps tour and the social media tour give the qualitative researcher additional tools to conduct participant-driven research into youths’ socio-cultural worlds. These two innovations help to address challenges in youth research as well as qualitative research more broadly. We find, for example, that the “go-along” aspect of the virtual tour minimizes the perceived threat of the researcher’s adult status and brings youth participants’ perspectives and experiences to the center of inquiry in the study of local peer cultures.

Details

Communication and Information Technologies Annual
Type: Book
ISBN: 978-1-78560-785-1

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Article
Publication date: 12 September 2016

Feisal Murshed and Yinlong Zhang

This research aims to investigate how preference for marketing research methodology (quantitative vs qualitative) is contingent on the thinking orientation (analytic vs…

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5360

Abstract

Purpose

This research aims to investigate how preference for marketing research methodology (quantitative vs qualitative) is contingent on the thinking orientation (analytic vs holistic) of the researchers.

Design/methodology/approach

Thinking orientation was measured and then manipulated in laboratory experiments. Cross-cultural evidence was sought by comparing Western and East Asian participants.

Findings

Results demonstrate that researchers with an analytic (holistic) thinking orientation tend to perceive quantitative (qualitative) methodology more favorably. Further, the need to offer reasons in support of the choice strengthened the effect of thinking orientation.

Practical implications

Understanding researchers’ preferences for one research methodology over the other has broad relevance for external constituents, as it involves a great deal of managerial commitment in terms of time and money and can affect the results of the research.

Originality/value

This is the first study to investigate factors that underlie researchers’ choice regarding research methodology, and it also extends the literature on analytic versus holistic thinking orientation in the marketing field.

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Abstract

Details

Qualitative Research in the Study of Leadership
Type: Book
ISBN: 978-1-78560-651-9

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Article
Publication date: 10 May 2011

Donde Ashmos Plowman and Anne D. Smith

The purpose of this paper is to explore the role that gender plays in choice of research methods.

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1569

Abstract

Purpose

The purpose of this paper is to explore the role that gender plays in choice of research methods.

Design/methodology/approach

The publication patterns of men and women in four prominent management journals over two decades were analyzed in three North American journals – Academy of Management Journal, Administrative Science Quarterly, and Organization Science – and one European journal – Journal of Management Studies. The authors coded the research methodologyqualitative or non‐qualitative – and author gender for each article from 1986 through 2008, other than Organization Science which began in 1990. The authors also coded the stage of career for the journals whose author bios provided this level of detail and conducted chi‐square tests of the gender authorship between qualitative and non‐qualitative journals.

Findings

It was observed that women are over‐represented and men are under‐represented in published qualitative studies as compared to non‐qualitative authors. This trend remained steady across the study period. As well for each journal, this relationship was significant. Quantitative findings about trends in authorship of qualitative research were connected to three theoretical perspectives that help explain these findings – information processing theory, separate vs connected ways of knowing, and social identity theory.

Originality/value

Management scholars work in a profession that rarely speaks of itself in terms of gender. One may control for gender or explore gender implications in studies of organizational behavior, but gender is not spoken of as a factor that influences the tools used to study organizations. In this study, the authors use quantitative methods to address trends in gender and type of methodology in published papers across two decades and four academic journals.

Details

Qualitative Research in Organizations and Management: An International Journal, vol. 6 no. 1
Type: Research Article
ISSN: 1746-5648

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Article
Publication date: 9 January 2017

Yanto Chandra and Liang Shang

Qualitative research suffers from “contestation” and a lack of “boilerplate” problems to assessing and presenting qualitative data, which have hampered its development and…

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3298

Abstract

Purpose

Qualitative research suffers from “contestation” and a lack of “boilerplate” problems to assessing and presenting qualitative data, which have hampered its development and the broader acceptance of qualitative research. This paper aims to address this gap by marrying the constructivist methodology and RQDA, a relatively new open-source computer-assisted qualitative data analysis (CAQDAS)-based R extension and demonstrate how the software can increase the rigor, transparency and validity of qualitative research.

Design/methodology/approach

This paper highlights the constructivist approach as an important paradigm in qualitative research and demonstrates how it can be operationalized and enhanced using RQDA. It provides a technical and methodological review of RQDA, along with its main strengths and weaknesses, in relation with two popular CAQDAS tools, ATLAS.ti and NVivo. Using samples of customer-generated e-complaints and e-praises in the electronics/computer sector, this paper demonstrates the development of a process model of customer e-complaint rhetoric.

Findings

This study offers step-by-step instructions for installing and using RQDA for data coding, aggregation, plotting and theory building. It emphasizes the importance of techniques for sharing coding outputs among researchers and journal gatekeepers to better disseminate and share research findings. It also describes the authors’ use of RQDA in classrooms of undergraduates and graduate students.

Research limitations/implications

This paper addresses the “contestation” and “boilerplate” gaps, offering practical, step-by-step instructions to operationalize and enhance the constructivist approach using the RQDA-based approach. This opens new opportunities for existing R users to “cross over” to analyzing textual data as well as for computer-savvy scholars, analysts and research students in academia and industry who wish to transition to CAQDAS-based qualitative research because RQDA is free and can leverage the strengths of the R computing platform.

Originality/value

This study offers the first published review and demonstration of the RQDA-based constructivist methodology that provide the processes needed to enhance the rigor, transparency and validity of qualitative research. It demonstrates the systematic development of a data structure and a process model of customer e-complaint rhetoric using RQDA.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

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