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Qualitative research has not been viewed as a rigorous alternative to established quantitative methods in postgraduate marketing research. However, this paper reports on the Australian development of a successful, structured approach to using the case study methodology in postgraduate research. Its aim is to present and justify guidelines for using the case study research methodology in honours, masters and PhD research theses, and so it should interest candidates and their supervisors. First, appropriate positions on a range of scientific paradigms and core issues of induction and deduction are established. Then implementation of the case study methodology is examined, including the numbers of case studies and of interviews. Unusual but effective uses of theoretical replication to rigorously analyze case study data are illustrated from postgraduate theses. Finally, a framework is provided for constructing a thesis, emphasizing the key methodology chapter.

The purpose of this research is to answer the question: how can a new service development (NSD) program in the financial services industry be managed? More specifically, this research has two objectives: to explore the stages in the NSD process; and to explore how customer input may be obtained in the various stages of the development process. After a review of the new product development literature, the case study methodology involving in-depth interviews with managers and their customers is described. Analysis of the data showed that there were ten stages in the NSD process, and whether those stages were managed linearly or sequentially was a function of the size of the firm. In addition, how NSD managers obtained customer input in each stage, was uncovered. Implications for NSD managers include which stages to concentrate on, and how to capture customer input.

Aims to address a gap in the literature about quality criteria for validity and reliability in qualitative research within the realism scientific paradigm. Six comprehensive and explicit criteria for judging realism research are developed, drawing on the three elements of a scientific paradigm of ontology, epistemology and methodology. The first two criteria concern ontology, that is, ontological appropriateness and contingent validity. The third criterion concerns epistemology: multiple perceptions of participants and of peer researchers. The final three criteria concern methodology: methodological trustworthiness, analytic generalisation and construct validity. Comparisons are made with criteria in other paradigms, particularly positivism and constructivism. An example of the use of the criteria is given. In conclusion, this paper's set of six criteria will facilitate the further adoption of the realism paradigm and its evaluation in marketing research about, for instance, networks and relationship marketing.

PurposeThe aim of this paper is to apply principles of the realism paradigm within qualitative research projects.Design/methodology/approachThe paper starts by establishing the usefulness of realism research for investigating marketing management phenomena, and then considers the implications of the realism paradigm for research design.FindingsIssues such as the level of prior theory required, the use of replication logic and triangulation are discussed. In addition, guidelines for realism data analysis and reporting are developed.Originality/valueThis paper provides an explicit set of principles for realism research design and data analysis that is different from those in other types of research.

This paper examines the dynamics of business networks, that is, how these inter‐organisational networks grow and decline. Three rival theories are investigated: predetermined sequence of stages, evolution of unpredictable states and joinings theory which focus on positioning, repositioning and exit. A case study methodology was used for data collection and analysis. Data were collected from in‐depth interviews with network managers/owners of firms networking with other overseas firms entering into Australian and Asian markets. The findings revealed that inter‐firm network development is an evolution of unpredictable states rather than a predetermined sequence of irreversible stages. In turn, a six “states” model of inter‐firm network development was formulated from data. Implications for managerial practices and further research are advanced.

Relationship marketing (RM) has emerged as a new marketing idea for many firms in Western countries. The aim of this paper is to review the evolution of RM ideas. Definitional difficulties are sorted out, a typology of many of the relationships is developed, structural and social bonds are identified and whether RM is a paradigm shift for marketing theorists and practitioners is debated. This paper argues that RM is not a paradigm shift, but rather an appropriate marketing approach when management considers product/service, customer, and organization factors. The paper’s contribution is its comprehensiveness and up‐to‐date review of the evolution of core RM ideas.

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.