Convergent interviewing to build a theory in under-researched areas: principles and an example investigation of Internet usage in inter-firm relationships
This research used the somewhat new methodology of convergent interviews to develop a conceptual framework about relationship constructs in an Internet environment. More generally, this article describes and illustrates the processes and the strengths of convergent interviewing to investigate
under-researched areas, and compares it with alternative qualitative techniques like in-depth interviews, case research and focus groups. The illustration involves interviews conducted with marketing managers and business consultants from ten service companies, about Internet and relationship
marketing. It is argued that convergent interviewing is more appropriate than some other qualitative methods to investigate under-researched areas where there are few experts because it provides a way of quickly converging on key issues in the area, an efficient mechanism for data analysis
after each interview, and a way of deciding when to stop collecting data. Convergent interviews could become another useful qualitative research method to explore new issues about emerging marketing phenomena.
Keywords: Internet; Interviews; Qualitative research; Relationship marketing
Document Type: Research Article
Publication date: 01 December 2003
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