2003
DOI: 10.1108/13522750310495328
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Convergent interviewing to build a theory in under‐researched areas: principles and an example investigation of Internet usage in inter‐firm relationships

Abstract: 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… Show more

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Cited by 144 publications
(74 citation statements)
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“…This eliminates null results (Purcell et al, 2003). The data collection was carried out using convergent interviews (Rao and Perry, 2003). This is an inductive, qualitative method particularly suited to investigating under-researched areas.…”
Section: Research Design and Methodologymentioning
confidence: 99%
“…This eliminates null results (Purcell et al, 2003). The data collection was carried out using convergent interviews (Rao and Perry, 2003). This is an inductive, qualitative method particularly suited to investigating under-researched areas.…”
Section: Research Design and Methodologymentioning
confidence: 99%
“…Initial questions were broad, and topics were discussed as respondents brought them up, using probing to get at more depth. The interview guide was used dynamically, and analysis was continuous throughout the interview process to organize insights, follow up on emergent ideas, and incorporate them into further interviews (Pare, 2002;Rao & Perry, 2003). The patterns of the answers converged well without requiring greater numbers in the sample (Guest, Bunce, & Johnson, 2006;Rao & Perry, 2003).…”
Section: The Market Levelsmentioning
confidence: 99%
“…This technique gave access to all strata of society within the selected case study. Furthermore, snowballing is a popular technique to use when using qualitative research methods as this approach ensures that the researcher is accessing appropriate contacts that will provide meaningful information to the research (Ruddick, 1998;Rao et al, 2003;Valentine, 2009). …”
Section: Methodsmentioning
confidence: 99%