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CHARACTERISTICS OF
QUALITATIVE RESEARCH
Assignment # 01
03/10/201
5
BARRERAH
KHAN
WAHAB
AHMED
DRAFT
CRITIQUE
PROCESS
DRAFT
JOURNAL OF MARKETING MANAGEMENT.
Segmentation and customer insight in
contemporary services marketing practice:
Why grouping customers is no longer
enough.
By
Christine Bailey, Cisco System Ltd, UK
Paul R. Braines, Cranfield school of management, UK
Hugh Wilson, Cranfield school of management, UK
Moira Clark, Henly Business School, UK
(2009)
Natural Setting
Research Instrument
Types Of
Data
The interviews were recorded and
transcribed and the information was
collected into cases along with supporting
documentation.
The nature of data is not multiple however
within one source (organizations), but the
data contains multiple dimensions.
Context Of Research
CRITIQUE
ACADMEY OF MANAGEMENT.
Building Theories from Case
Study Research.
By
Kathleen M. Eisenhardt
(1989)
Context of Research
Numerous Process among the Building
theories from case study research were found
in previous studies.
In all these studies researcher used several
pieces of process to build theory but there
was a confusion that,
how to combine these process.
when to conduct this type of research.
how to evaluate the findings.
Interpretation Of Finding
1)Roadmap to building theories from case
study research.
2) Explore strengths and weaknesses of
theory building from case studies. The
researcher also interpreted that this research
process (roadmap),
Is especially appropriate in new topic area.
The resultant theory will often novel, testable
and empirically valid.
Frame breaking insights, the tests of good
theory and convincing grounding in the
Process
To going through this process we faced
difficulties initially to identify those
characteristics e.g. in article why customers
are no longer enough author has discussed
many aspects in detail but was failed to
create link with the conclusion. Further in
finding out complex reasoning through
deductive and inductive reasoning and also
this step was difficult to identify in critique
article Building theories from case study
research.
Process
To get the remedy to finding out
these characteristics we have
consulted chapter 3 (Creswell) and
to read articles again. For critique,
we have made a draft first by
keeping in view the qualitative
characteristics and compare the
opponent groups draft. After that
analysis we have extract 4
characteristics which we think there
is a need of change in draft of
opponent group.
Process
While doing this assignment, we tried
to communicate our ideas on time and
before this assignment our perception
about analyzing an article was different
because it was a first time we got an
opportunity to work on any qualitative
research and the Creswell book has
support us in making our arguments.
After doing that assignment we got the
clear knowledge about the basic
characteristics of qualitative research
and now we are able to analyze any
Thank you
Thank
You