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Research DesignAssignment # 3

Bilal Arshad15162009M. Mohsin15162013Shahzore Ali15161027Sadaf Mansoor15161029Mansoor15161030Sonam Farooq15162007Article 1Market orientation in Islamic banks a qualitative approach

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

Article 3Marketing with working consumers: the case of care maker and its beauty. 2Question 1What is the research question(s) of these three articles? How researcher viewed the reality why?

3Article # 1Research QuestionWhat 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?

4(Contd..)Research WorldviewInterpretivist

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.5Article # 2Research QuestionIs customer satisfaction a cost driver or a value driver?

6(Contd..)Research WorldviewPositivist

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.7Article 3Do 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 RomeoThe Real: consumers are wage labors.The Actual: it is a process of collaboration82. What are the specific differences in data collection and analysis? How authors have justified their choices? Elaborate your thoughts.9Differences in data collection and analysis10Data CollectionEssentially, collecting data means putting your design for collecting information into operation. Gathering together information from all sources and observationsMaking photocopies of all recording forms, records, audio or video recordingsEntering 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 recordingsCoding 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.

Differences in data collection and analysis11Data AnalysisWhereas 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)

Article 1Data 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.

12 (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.

14 (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).

15Article 2Data 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).

16 (Contd..)Data collection and analysis choice justificationThe 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.

17Article 3Data Collection

Study Type is Implicit KnowledgeResearch Method used in the article is EthnographyStrategy in the research paper is participant observationFor data collection 12 lengthy interviews with marketing team was conducted and 11 meetings held in the period of 2 years18Analysis:

193. How scaling and measurement is different among the three articles? Present a critique here and justify the stance of authors20In 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.

21The 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.

22Scaling & MeasurementScaling and measurement differenceScalingNo scaling is being used because of qualitative approach and in-depth interview is used.MeasurementNominal Measurement Face Validity In order to check questioner look valid to the respondentsIn-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 comparisonUnit of Analysis Managerial level employees from each Islamic bankInductive method for coding, categorizing and identifying the theme from audiotapes & transcriptsAnalysis presentation Narrative way using simple frequency, Street language

23Scaling 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)244. What are the reliability and validity issues discussed highlight the similarities and differences. Furthermore, justify these similarities and differences.25Article 1Reliability and Validity Issues

ReliabilityConsidering 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. 26(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.

27 (Contd..)Reliability and Validity Issues

Validity IssuesMortality 11 local & foreign own, profit oriented and shariah-based Islamic banks operate in Bangladesh compared to 5 main in the UAEConsidering 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).28Article 2Reliability and Validity Issues

ReliabilityWe 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 uni-dimensional 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 non-linear aspect into our analysis.

29 (Contd..)Reliability and Validity Issues

Validity IssuesWe 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.

30Article 3Consumer 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.

315. Some workable suggestions to improve the methodology of chosen research articles32Article 1Workable 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 studyThree 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

33Article 2Workable 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 articleIn our point of view sample limitations can be mentioned in the article34Article 3Future 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.35References

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36Neuman, W. L. (2005). Social research methods: Quantitative and qualitative approaches, Allyn and Bacon Boston.Cova, B., et al. (2015). "Marketing with working consumers: The case of a carmaker and its brand community." Organization 22(5): 682-701.Rieder, K. and G. G. Vo (2010). "The working customerAn emerging new type of consumer." Psychology of Everyday Activity 3(2): 2-10.

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