How to Use Qualitative Research to Design a Managerially Useful E-Service Questionnaire

E-service questionnaires must be content-aligned with the company or organization’s customer relationship management system (CRM). Four phases of qualitative research will ensure this alignment. The first phase is a qualitatively evaluative search of the practitioner literature on e-retail...

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Autor principal:	Rossiter,John R
Lenguaje:	English
Publicado:	Universidad de Talca 2012
Materias:	Qualitative evaluation of the literature Customer IDIs Manager-designer DDIs Questionnaire construction Post-survey qualitative research
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762012000200006
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spelling	oai:scielo:S0718-187620120002000062018-10-12How to Use Qualitative Research to Design a Managerially Useful E-Service QuestionnaireRossiter,John R Qualitative evaluation of the literature Customer IDIs Manager-designer DDIs Questionnaire construction Post-survey qualitative research E-service questionnaires must be content-aligned with the company or organization’s customer relationship management system (CRM). Four phases of qualitative research will ensure this alignment. The first phase is a qualitatively evaluative search of the practitioner literature on e-retailing, both B2B and B2C, and on CRM so as to capture evolving knowledge in both fields. The second phase is individual depth interviews (IDIs) with potential, current, and lapsed customers to map their e-interactive behavior and experiences. The third phase is dyadic depth interviews (DDIs) with the marketing manager and the website designer to fully understand the company’s current and potential e-service and CRM capabilities. The e-service questionnaire can then be designed according to the general guidelines presented in this article and using question-and-answer templates provided in the author's previous article [14]. The final phase of qualitative research will consist of post-survey IDIs with a sample of the original survey respondents to clarify and elaborate on the survey’s findings, followed by a final manager-designer DDI to implement the findings.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.7 n.2 20122012-08-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762012000200006en10.4067/S0718-18762012000200006
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Qualitative evaluation of the literature Customer IDIs Manager-designer DDIs Questionnaire construction Post-survey qualitative research
spellingShingle	Qualitative evaluation of the literature Customer IDIs Manager-designer DDIs Questionnaire construction Post-survey qualitative research Rossiter,John R How to Use Qualitative Research to Design a Managerially Useful E-Service Questionnaire
description	E-service questionnaires must be content-aligned with the company or organization’s customer relationship management system (CRM). Four phases of qualitative research will ensure this alignment. The first phase is a qualitatively evaluative search of the practitioner literature on e-retailing, both B2B and B2C, and on CRM so as to capture evolving knowledge in both fields. The second phase is individual depth interviews (IDIs) with potential, current, and lapsed customers to map their e-interactive behavior and experiences. The third phase is dyadic depth interviews (DDIs) with the marketing manager and the website designer to fully understand the company’s current and potential e-service and CRM capabilities. The e-service questionnaire can then be designed according to the general guidelines presented in this article and using question-and-answer templates provided in the author's previous article [14]. The final phase of qualitative research will consist of post-survey IDIs with a sample of the original survey respondents to clarify and elaborate on the survey’s findings, followed by a final manager-designer DDI to implement the findings.
author	Rossiter,John R
author_facet	Rossiter,John R
author_sort	Rossiter,John R
title	How to Use Qualitative Research to Design a Managerially Useful E-Service Questionnaire
title_short	How to Use Qualitative Research to Design a Managerially Useful E-Service Questionnaire
title_full	How to Use Qualitative Research to Design a Managerially Useful E-Service Questionnaire
title_fullStr	How to Use Qualitative Research to Design a Managerially Useful E-Service Questionnaire
title_full_unstemmed	How to Use Qualitative Research to Design a Managerially Useful E-Service Questionnaire
title_sort	how to use qualitative research to design a managerially useful e-service questionnaire
publisher	Universidad de Talca
publishDate	2012
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762012000200006
work_keys_str_mv	AT rossiterjohnr howtousequalitativeresearchtodesignamanageriallyusefuleservicequestionnaire
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How to Use Qualitative Research to Design a Managerially Useful E-Service Questionnaire

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