The Electronic Journal of Business Research Methods provides perspectives on topics relevant to research in the field of business and management
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Journal Article

Using Personal and Online Repertory Grid Methods for the Development of a Luxury Brand Personality  pp25-38

Klaus Heine

© Dec 2009 Volume 7 Issue 1, ECRM 2009, Editor: Ann Brown, Joseph Azzopardi, Frank Bezzina, pp1 - 116

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Abstract

Interest has been growing in the brand personality concept, because it offers a systematic approach for developing symbolic benefits, which are becoming more and more essential for brand differentiation. Although they are a distinctive feature of luxury brands and often even exceed their functional benefits, there is still no personality concept designed especially for luxury brands. The aim of this article is therefore to develop and implement an appropriate methodology for developing a luxury brand personality. In contrast to the common quantitative approach, the article proposes a qualitative methodology including the Repertory Grid Method (RGM) and explains its benefits. It was implemented with a survey of 31 German millionaires who can be described as heavy luxury consumers. The content analyses of the data uncovered five personality dimensions including, for example, Modernity, which relates to the temporal perspective of a brand. The study extends the RGM areas of application and demonstrates its applicability in developing brand personality dimensions. The validity of the results improves if they are replicated with other studies and with varying research methodologies. To this end, recent developments in Web 2.0 provide a great source of inspiration. As a result, a complementary study was conducted to exploit these opportunities for online RGM and to allow for a more in‑depth understanding about the personality dimensions. The article builds upon an overview of qualitative online research, common online RGM and the idea of Web 2.0 to expand the methodological toolbox with collaborative RGM that allows respondents to build on the input of previous participants. The procedure was simplified in line with the explorative approach and implemented with a specially programmed online tool. The results support the five personality dimensions and give further insights into adequate brand personality traits. The article concludes with a discussion of the results and benefits of collaborative RGM for researchers and marketers.

 

Keywords: qualitative online research, Repertory Grid Method, Web 2.0, luxury brand, brand identity, brand personality

 

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Journal Article

The Long, Brown Path Before me’: Story Elicitation and Analysis in Identity Studies  pp96-106

Ali Rostron

© Nov 2014 Volume 12 Issue 2, ECRM 2014, Editor: Ann Brown, pp75 - 167

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Abstract

Abstract: This paper makes a renewed case for the value of the interview as a method for investigating the workplace identities of organisational actors. In particular it addresses interpretivist criticism that interviews merely tell us how the actor would like to be seen, rather than how they behave in practice. Adopting a narrative approach, the method combines story elicitation with analysis based on Levi‑Strauss' concept of mythical thought, in which stories are analysed to not only reveal individual self‑narratives but an underpinning social landscape constructed of selected oppositions within which the individual positions themselves. The paper illustrates the method and its potential by presenting the detailed analysis of one team leader's elicited story. It demonstrates how the method allows not only insight into the team leader's self‑identity but insight into ongoing processes of identity work, by revealing the social landscapes that they construct, the discursive resources they select, reject, challenge and struggle with, and how they position themselves in relation to those resources through narrative. The revealed social landscape and narrative positioning also generates new insight into the particular organisational position of the team leader and the tensions inherent in their position between staff and the organisation.

 

Keywords: Keywords: narrative, mythic thought, interviews, identity, discourse, managers

 

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Journal Article

Finding My Intuitive Researcher’s Voice Through Reflexivity: An Autoethnographic Study  pp56-66

Natalie Cunningham, Teresa Carmichael

© Jul 2018 Volume 16 Issue 2, Intuitive Researcher, Editor: Jocene Vallack, pp55 - 102

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Abstract

Using autoethnography as a method and looking back to and writing about my experience (in the first person) as a relatively inexperienced researcher completing her PhD in a business school environment, I share critical moments of my research journey. The context in which I was conducting the research was a business school environment in the subject area of executive coaching. Executive coaching is a relatively new and emerging field in contrast to the many other fields in business, such as finance and economics. We comment on the role reflexivity played in facilitating identity formation as a researcher. Reflexivity is the ability to explore, reflect on and examine social and contextual issues that impact on research. Combining reflexivity with the aim of ethnography, which is to study common and shared experiences for purposes of understanding the cultural implications of these social and contextual issues, I reflect on how the academic structure, systems and processes were an inhibitor to finding my voice. I share how reflexivity was a major contributing factor to increasing confidence in my own identity as a researcher. I examine and analyse the aspects of reflexivity that facilitated this growth in my confidence and how this experience might facilitate the same empowerment in other researchers. The paper looks at approaches to creating a reflexive culture of research drawing on Finlay’s typology of reflexivity. One example of this typology is collective reflexivity in which more than one voice is heard. This paper is co‑authored with my supervisor, and her reflections are included. Collaborative reflexivity assists in addressing some of the validity concerns of only one voice. This paper will assist not only novice researchers but also the practice of research – providing a way of not just “doing” research but “being” a researcher.

 

Keywords: Reflexivity, autoethnography, intuition, academic environment, researcher identity, research supervisor, PhD student

 

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Journal Article

The Nexus Between Teaching and Research: A Qualitative Study Using two Focus Group on Academic Information Systems Teachers  pp37-56

Kevin Grant, Stuart Fitzgerald

© Sep 2005 Volume 3 Issue 1, Editor: Arthur Money, pp1 - 92

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Abstract

Over the last two decades or so, the discussion of and research into the question of a nexus between teaching and research, has expanded exponentially. Much has been learnt, and said; with a growing rhetoric, with only general insights emerging and being supported by particular empirical evidence. The study of a nexus between teaching and research is not a single coherent field; rather it is beset by epistemological, methodological, political and practical differences. To date, much of the discussion and research on the nexus has arisen due to varying views and alleged agreed consensus as to the nature of the academic profession; the role of the academyuniversity and thus, how the concepts of teaching and research (including scholarship) have been conceptualised and enacted to inform teaching practice. There is a continuing debate as to whether research undertaken by academic staff within the boundaries of a university adds value to the teaching and student learning. The purpose of this paper is to evaluate the usefulness of focus groups as a way of exploring and making sense of the conceptions staff have with regard to the nexus between teaching and research. Two focus groups were held with a sample of IS academic teachers. The merits and limitations of using a focus group are discussed given this area of investigation with some possible research areas highlighted. The paper argues that focus groups for this type of study are not appropriate on their own and should be considered as part of a much wider and multi methods research design when attempting to make sense of a complex, multifaceted and emotional areas of teaching, research, scholarship, administration, management and knowledge transfer; and the identify of IS in Higher Education.

 

Keywords: Focus Groups, Information Systems, Academic Identity

 

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Journal Issue

Volume 7 Issue 1, ECRM 2009 / Dec 2009  pp1‑116

Editor: Ann Brown, Joseph Azzopardi, Frank Bezzina

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Editorial

The 8th European Conference on Research Methods in Business and Management attracted a wide range of papers. The conference fell naturally into four main themes: introducing relatively new techniques, in depth description of application of accepted research methods, overview of the whole research process and attempts to deal with intractable problems. The final selection of papers was agreed both the editor of the Journal and the editors of the conference proceedings, Joseph Azzopardi and Frank Bezzina. The comments of session chairs were taken into account in making the final selection of papers for this issue of the EJBRM.

The quality of the papers was particularly high and the selection of those papers for the Journal presented a difficult choice. The papers selected were chosen for their quality of writing, their relevance to the Journal’s objective of publishing papers that offer new insights or practical help in the application of research methods in business research and to represent the four major themes of the conference.

The papers dealt with the problems facing management researchers in a variety of ways. The papers proposed a number on new and unusual methods, including Psychogeography ( Knowles) and webometrics (Romero‑Frias). Both of these papers focused on explaining the technique and its appropriateness to business research. Techniques dealt with in previous issues were also well represented including mixed methods (Ryan); Grounded Theory (Noel & Kamyangale); REP Grid (Klaus). Several papers offered some valuable insights into key steps of the research process including audit trail (Carcary) and data collection problems and interpretation ( Iacono, Brown and Holtham; Rasmussen, and Heiko; Heiro and Reetta). The paper by Brooke and Parker introduced a new dimension (spirituality) to the philosophy of business research. One paper offered an intriguing review of leadership research (Mortimer).

 

Keywords: brand identity, brand personality, business intelligence, business management, business survey, critical management, essential self, fact-based, feminist research methods, focus groups, Foucault, grounded theory, health care professionals, higher education, information systems, information technology, internet studies, interpretivist paradigm, interview, leadership theory, London, longitudinal case work, luxury brand, meaning and work, methodology, multicultural data collection, nonresponse, organisations, organisations audit trail, organizational culture, participant observation, philosophy, Protestant Ethic, psychogeography, qualitative data, qualitative online research, qualitative research, qualitative research methods, regional development, religion, Repertory Grid Method, research confirmability, trustworthiness, research design, research methods , research strategies, safety in the field, self-selection, SMEs, spirituality, steel trading case, transferability, Web 2.0, Web minin

 

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Journal Issue

Volume 16 Issue 2, Intuitive Researcher / Jul 2018  pp55‑102

Editor: Jocene Vallack

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Editorial

Guest Editor

Dr Jocene Vallack, formerly an actor, writer, director and Drama teacher, she has lectured in Research Methods at universities in Australia, and also as a volunteer in Tanzania. She has held a research fellowship at Central Queensland University, and has worked in Academic Development. She now enjoys teaching Arts Education at James Cook University.

 

Keywords: Reflexivity, autoethnography, intuition, academic environment, researcher identity, research supervisor, PhD student, Human centred design, service design, design research methods, design thinking, arts-informed research, wicked problems, commercial design, arts-based research, mixed-methods, philosophy, triangulation, triage, Arts-Based Research Methods, Theatre as Research Methodology, Qualitative research, Performance Text, Ethnodrama, Poetic transcription, visual displays, visual culture, hermeneutics, narrative inquiry, art education

 

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