A structural guide to in‐depth interviewing in business and industrial marketing research

Abstract

Purpose-The authors aim to present a structural guide for data collection in a participant-oriented, B2B context. Design/methodology/approach-A three-stage interview process following the work of Seidman is presented, along with key issues on how to plan, structure, and execute a B2B interview-based hermenuetic ethnographic study. Research limitations/implications-The framework presented in this paper provides strong theoretical foundation for further theory development in global industrial marketing research and managerial cognition research. However, given the conceptual nature of the research, empirical scrutiny and further conceptual and empirical research are required. Originality/value-There is a serious gap in the literature when addressing the issue of B2B contextual studies, focusing on managers, manufacturers, and various other professional personnel.

Expert In-depth Interview on Development and Efficiency of “RIGA International Airport” Reflecting Factors

“…Hence, while conducting the qualitative research, in this case an expert survey, it is not only required to use different skills, such as "intense listening" and taking notes, but also careful planning and adequate preparation (Granot, Brashear & Motta, 2012).…”

Exploration of Customer Complaint Behaviors Toward Macau Low-cost Carriers

“…The purpose of the in-depth interviews was to explore the experience of interviewers and the meaning they make out of that experience (Seidman, 1998;Elad & Brashear, 2012). The approach helped reveal and solve unforeseen problems encountered in the industry (Jennings, 2001).…”

“…Interviews are a descriptive form of research designed to collect evidence to determine the "why" or "how" questions on single or multiple cases (Yin, 1994;Hyde, 2000). "Thick descriptions" are provided (Geertz, 1973;Sandy, 1979;Woodside & Wilson, 2003;Elad & Brashear, 2012) in investigating complaint behavior using the conceptual model. A pilot test was conducted in January 2017 to ensure that the interviewees understood the questions.…”

“…More importantly, interviews are capable of disclosing important and often hidden behaviors (Qu & Dumay, 2011). Open-ended questions establish areas to be explored while allowing interviewers to take any direction (Elad & Brashear, 2012). Interviews are a descriptive form of research designed to collect evidence to determine the "why" or "how" questions on single or multiple cases (Yin, 1994;Hyde, 2000).…”

Practical Steps for the Utilization of Action Research in Your Organization: A Qualitative Approach for Non-Academic Research

“…For the purpose of this article, we are using qualitative inquiry to seek discovery and understanding, and collect and analyze data, in an effort to use participants' words to ensure that ideas are accurately reflected (McNiff & Whitehead, 2011). There are various traditional qualitative inquiries used; the most common in business organizations is the generic qualitative inquiry which is used in an effort to record opinions, attitudes, beliefs, or experiences in order to seek discovery and understanding (Caelli, Ray & Mill, 2003;Doz, 2011, Erickson, 2011Granot, Brashear & Cesar Motta, 2012. The selection of the method will play a role in the timeframe for collecting, analyzing, and reporting of the data.…”