Research Design

Assignment # 3

Bilal Arshad
M. Mohsin
Shahzore Ali
Sadaf Mansoor
Mansoor
Sonam Farooq

15162009
15162013
15161027
15161029
15161030
15162007

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Article 1
Market orientation in Islamic banks a qualitative approach

Article 2
Customer satisfaction: Cost driver or value driver? Empirical evidence from the
financial services industry

Article 3
Marketing with working consumers: the case of care maker and its beauty.

Question 1

What is the research question(s) of these three articles?

How researcher viewed the reality why?

Article # 1

Research Question
What do these Islamic financial institutions do that gives them an edge over the regular
financial institution?
Do they have a different nature of market orientation that gives them a competitive
advantage?
What embodies this market orientation and, what are the determinants and consequences of
it?

(Contd..)
Research Worldview
Interpretivist
Epistemology

Interpretativis
m

inductive

In-depth
Interview

Mono Method

Cross Sectional

The authors aims at exploring the nature of Islamic market orientation along with its antecedents and
consequences and whether the market orientation identified in the study is aligned with the guided
philosophies of Islam. So, the world-view in this article is Epistemology view.(
Saunders, Saunders et al. 2011 )
Approach of this article lies under the context of Interpretativism, as author is investigating the nature of
market orientation that exists in the Islamic financial institution by identifying the antecedents and
consequences of such markets and value-free research.
Nachmias (1996) suggested use of the inductive coding method if the study is exploratory in nature. Thus, the
inductive method was used in this study.

Article # 2

Research Question
Is customer satisfaction a cost driver or a value driver?

(Contd..)
Research Worldview
Positivist
Theory

Hypothesis

Observation

Confirmation/Rejection

Beiske (2007) informs that deductive research approach explores a known theory or phenomenon and tests if
that theory is valid in a given circumstances. The deductive approach follows the path of logic most closely.
The reasoning starts with a theory and leads to a new hypothesis. This hypothesis is put to the test by
confronting it with observations that either lead to a confirmation or a rejection of the hypothesis (Snieder
and Larner, 2009, p.16).
After reviewing the literature and developing our hypotheses,we use a Dutch retail banks unique dataset to
empirically test our hypotheses.

Article 3
Do working consumer compel marketers to engage in social and emotional
labor?
How marketing professional organize consumer work and how they integrate
the work of consumers with their own marketing work?
What contributes from working consumers to integration and organization of
marketing work?
Reality:(Neuman 2005)
Reality as being composed of multiple layers:
The empirical: empirical context of this study is the collaborative marketing
programme created by the italian car maker Alfa Romeo
The Real: consumers are wage labors.
The Actual: it is a process of collaboration

2. What are the specific differences in data collection and analysis?

How authors have justified their choices? Elaborate your thoughts.

Differences in data collection and analysis

Data Collection

Essentially, collecting data means putting your design for collecting information into
operation.

Gathering together information from all sources and observations

Making photocopies of all recording forms, records, audio or video recordings

Entering narratives, numbers, and other information into a computer program,

Performing any mathematical or similar operations needed to get quantitative information ready for

analysis.

Transcribing (making an exact, word-for-word text version of) the contents of audio or video recordings

Coding data (translating data, particularly qualitative data that isnt expressed in numbers, into a form

that allows it to be processed by a specific software program or subjected to statistical analysis)

Organizing data in ways that make them easier to work with.

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Differences in data collection and analysis

Data Analysis
Whereas analyzing information involves examining it in ways that reveal the relationships,
patterns, trends, etc.
subjecting it to statistical operations that can tell you not only what kinds of relationships
seem to exist among variables.
Draw Conclusions.
Better Understanding of Overall situation.
(Section 5. Collecting and Analyzing Data)

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Article 1

Data collection and analysis choice justifications

In order to fill this research gap, this paper advances to a market orientation framework that identifies the
key market-oriented variables along with their antecedents and consequences.

Considering the exploratory nature of this study, it was decided to use qualitative research method that
facilitates collecting information in words.
The purpose of using open-ended questions was to obtain information from few situations that were similar
to the researchers problem situation (Zikmund, 1994).
Researchers of this study considering the fact that all the respondents from both countries were highly
educated and were able to speak good English.

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(Contd..)

Data collection and analysis choice justification

Bangladesh was selected considering the fact that it is one of the most populated Muslim countries in the
world (Salequzzaman and Stocker, 2001; Zebal and Goodwin, 2011) and UAE was selected due to the fact
that it was the originator of the worlds full-fledged Islamic bank.
A review of methodological literature indicates that a small sample of in-depth interviews is more
appropriate than a large sample (Yin, 1994). Previous market orientation studies also considered a small
sample size for in-depth interview purposes (Harris and Piercy, 1999; Harris, 2000).
Considering the key informant technique, the managerial-level employees who may have specific ideas on
the topic, were contacted and selected for the in-depth interview. This technique is widely reported in the
market orientation literature (Narver and Slater, 1990; Diamantopoulos and Hart, 1993; Appaiah-Adu, 1998;
Mavondo and Farrell, 2000).

13

(Contd..)

Data collection and analysis choice justification

All the in-depth interviews were fully transcribed and then sorted and classified according to the major
headings of the questionnaire in the systematic and iterative manner widely recommended in the
qualitative literature (Turner, 1981).
Data matrix was prepared by assigning the responses for each respondent under each question. This matrix
helped the researcher to compare answers from one respondent to another (Martin and Turner, 1986) as the
responses were easy to visualize. It is to mention that the individual respondent from each representing
Islamic bank was considered as the unit of analysis for the current study.

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(Contd..)

Data collection and analysis choice justification

Nachmias and Nachmias (1996) suggested use of the inductive coding method if the study is exploratory
in nature. This method is popular in the qualitative literature (Wolcott, 1990; Feldman, 1995; Harris and
Watkins, 1998; Shaw, 1999; Blankson and Omar, 2002). Crane (1997)
The research results were presented in a narrative way using simple frequency for the agreements and
disagreements about the different objects considering the street language. The narrative presentation of
results used in this study is popular in qualitative market orientation research (Kohli and Jaworski, 1990;
Harris and Watkins, 1998; Blankson and Omar, 2002).

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Article 2

Data collection and analysis choice justifications

Data Collected from customer via Internet survey because Each participant was identified on the
basis of his or her customer ID.
We removed 15 participants from the research dataset who had died before the end of the study;
These participants had zero revenues and costs at the end of this study.
We developed a measurement instrument for customersatisfaction that is context-specific and
captures the aspects of customersatisfaction that are of primary importance for the financial
services industry (Terpstra, 2008)(Terpstra & Verbeeten, 2014).

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(Contd..)

Data collection and analysis choice justification

The customer satisfaction scale scores range from 0 (very dissatisfied) to 36 (very satisfied) and has
a coefficient alpha (Cronbach, 1951) equal to 0.91, suggesting adequate reliability(Terpstra &
Verbeeten, 2014)
Financial performance data were obtained from the BANK accounting system. Literature suggests
that activity-based costing(ABC) is an appropriate method to allocate overhead costs to customers
as it adequately prices the activities that are necessary to serve them(Cooper & Kaplan, 1991; Niraj
et al., 2008)(Terpstra & Verbeeten, 2014)
The CV data was computed according to the sum mated discounted revenue, costs, and profit
variables over a three-year period (Kumar et al., 2006).

Our time period of three years was exploratory and mainly determined by the available data.

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Article 3
Data Collection

Study Type is Implicit Knowledge

Research Method used in the article is Ethnography
Strategy in the research paper is participant observation
For data collection 12 lengthy interviews with marketing team was conducted and
11 meetings held in the period of 2 years

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Analysis:

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3. How scaling and measurement is different among the

three articles? Present a critique here and justify the
stance of authors

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In Article 1 Considering the exploratory nature of this study, it was decided to
use qualitative research method that facilitates collecting information in words
instead of it researcher has to use quantitative research.
In Article 1 interview technique is used instead of scaling which is totally
depending on researcher observation.
Data matrix was prepared by assigning the responses for each respondent under
each question. This matrix helped the researcher to compare answers from one
respondent to another (Martin and Turner, 1986) as the responses were easy to
visualize. It is to mention that the individual respondent from each representing
Islamic bank was considered as the unit of analysis for the current study.

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The customer satisfaction scale scores range from 0 (very dissatisfied) to 36 (very satisfied) and has
a coefficient alpha (Cronbach, 1951) equal to 0.91, suggesting adequate reliability(Terpstra &
Verbeeten, 2014)
Financial performance data were obtained from the BANK accounting system. Literature suggests
that activity-based costing(ABC) is an appropriate method to allocate overhead costs to customers
as it adequately prices the activities that are necessary to serve them(Cooper & Kaplan, 1991; Niraj
et al., 2008)(Terpstra & Verbeeten, 2014) In article 2 researcher used this because it is some how
related to accounting system whereas other articles don't.

Scaling & Measurement

Scaling and measurement difference
Scaling
No scaling is being used because of qualitative approach and in-depth interview is used.

Measurement
Nominal Measurement
Face Validity In order to check questioner look valid to the respondents
In-depth Interview Fully Transcribed then Sorted and Classified according to major headings of the
questionnaire in systematic & iterative manner
Data Matrix Assigning responses for each respondent under each question for comparison
Unit of Analysis Managerial level employees from each Islamic bank
Inductive method for coding, categorizing and identifying the theme from audiotapes & transcripts
Analysis presentation Narrative way using simple frequency, Street language

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Scaling and measurement:

CSS defines social science as a critical process of inquiry that goes beyond
surface illusions to uncover the real structures in the the material world in
order to help people change conditions and build a better world for themselves.
(Neuman 2005)
It conduct studies to critique and transform social relations by revealing the
underlying sources.(Neuman 2005)
It empowers people, especially those in society who are less powerfull and
marginalized.(Neuman 2005)
It expose myths, reveal hidden truths and assist people in improving their lives.
(Neuman 2005)

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4. What are the reliability and validity issues discussed highlight

the similarities and differences. Furthermore, justify these
similarities and differences.

Article 1

Reliability and Validity Issues

Reliability
Considering the key informant technique, the managerial-level employees who may have specific ideas on
the topic, were contacted and selected for the in-depth interview. This technique is widely reported in the
market orientation literature (Narver and Slater, 1990; Diamantopoulos and Hart, 1993; Appaiah-Adu, 1998;
Mavondo and Farrell, 2000).
The purpose of using open-ended questions was to obtain information from few situations that were similar
to the researchers problem situation (Zikmund, 1994).
Face validity was checked in this study in line with Anastasi (1988) in order to see if the questionnaire looks
valid to the respondents.
Several drafts were made and reviewed with the consultation of two academics in the same area prior to the
finalization of the questionnaire.

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(Contd..)
Questionnaire was further given to one of the respondents for his comments before the interviews took place.
Questions were mainly adopted from the work of Kohli and Jaworski (1990) considering their wide acceptance in
the market orientation literature (Hart and Diamantopoulos, 1993; Blankson and Omar, 2002).
A review of methodological literature indicates that a small sample of in-depth interviews is more appropriate
than a large sample (Yin, 1994). 14 respondents were interviewed; nine from Bangladesh and five from UAE.

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(Contd..)

Reliability and Validity Issues

Validity Issues
Mortality 11 local & foreign own, profit oriented and shariah-based Islamic banks operate in Bangladesh
compared to 5 main in the UAE
Considering the timing, expenditure of the research and reachability of the respondents 14 respondents were
interviewed; nine from Bangladesh & 5 from UAE.

Validity of the data were assessed in line with Goodwin et al. (1997). Sent findings Summary to one of the
respondents in Bangladesh for his comments and suggestions. While the respondent fully agreed with the
findings summary, his suggestions were incorporated in the final analysis.

Two academics (one from marketing and another from outside the marketing discipline) were given copies of
the draft version of the findings for their comments. Both of them have approved the content of the draft and no
negative comments were received from them.

The narrative presentation of results used in this study is popular in qualitative market orientation research (Kohli
and Jaworski, 1990; Harris and Watkins, 1998; Blankson and Omar, 2002).

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Article 2

Reliability and Validity Issues

Reliability
We removed 15 participants from the research dataset who had died before the end of the study.
These participants had zero revenues and costs at the end of this study, which should not be
attributed to their level of satisfaction at the start of the study.
We developed a measurement instrument for customer satisfaction that is context specic and
captures the aspects of customer satisfaction that are of primary importance for the nancial
services industry (Terpstra, 2008).
The Mokken scale analysis demonstrates that the nine customer satisfaction items constitute a unidimensional scale according to the Mokken model of monotone homogeneity (Mokken, 1971; Sijtsma
& Molenaar, 2002). Exploratory factor analysis conrms that all the items load on one construct.
Financial performance data were obtained from the BANK accounting system. Literature suggests
that activity-based costing (ABC) is an appropriate method to allocate overhead costs to customers
as it adequately prices the activities that are necessary to serve them (Cooper & Kaplan, 1991; Niraj
et al., 2008).
To obtain normally distributed variables and solve outlier problems, we transformed the nancial
variables using a root transformation. It should be noted that such a transformation introduces a

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(Contd..)

Reliability and Validity Issues

Validity Issues
We test whether the results are sensitive to alternative specications of our customer satisfaction
measure. Marketing literature (e.g. Morgan & Rego, 2006) indicates that different customer satisfaction
measures may have different relations with future nancial performance.
Second, we veried whether the inclusion of other control variables (including relationship duration and
age) affects our results. Reinartz and Kumar (2003) indicate that an increase in the relationship duration
reduces the chances that the customer will still be alive in the future. Lariviere (2008) nds a negative
association between age and additional purchases, but no association between relationship duration and
additional purchases.
Third, the previous literature (e.g. Ittner & Larcker, 1998) suggests that the relation between customer
satisfaction and nancial performance may be non-linear. The inclusion of an interaction term in the
regression analysis can provide additional insights into this area.
Fourth, we performed a number of analyses using the non-transformed CP and CV variables. Note that we
use a root-transformation of the nancial data in order to deal with the non linearities in our dataset.
The previous literature (see Kothari, 2001) indicates that the exclusion or adjustment of outliers in
datasets may result in biased estimates and can alter inferences.

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Article 3
Consumer work is hot topic in social science debates.(Rieder and Vo 2010)
Consumers prefer to contribute technical skills.(Cova, Pace et al. 2015)
It is a single case study which is a clear limitation.

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5. Some workable suggestions to improve the methodology of chosen

research articles

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Article 1
Workable suggestions to improve the methodology

Operationalize the variables displayed in Figure2 (Antecedents and consequences of

Islamic

marketer orientation)
Collect qualitative data in larger extent including all kinds of financial institutions to find out the
support of the results of this study
Three antecedents and three performance outcomes; targeted with larger sample to explore
whether these also can be considered as antecedents and consequences of Islamic market
orientation as they have poor agreement among the respondents in the this framework study

Article 2
Workable suggestions to improve the methodology

As authors didnt mention why they chose the variables and what is reasoning behind it. There
is a lot of variable available why he chose the particular variables. In our view they should
clearly mention it in the article
In our point of view sample limitations can be mentioned in the article

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Article 3
Future research needs to study collaborative marketing programme in other
contexts using both qualitative and quantitative designs.(Cova, Pace et al.
2015)
it also demand the particular type of social and emotional work that
collaborative marketing programers compel marketing professionals to engage
in . It requires further elaboration of such critical researches.

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Neuman, W. L. (2005). Social research methods: Quantitative and qualitative
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