Electronic Customer Relationship Management: Success factors in a funnel sales process dimensional approach

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Research Methodology

In addition to the epistemological approach, in this research the theory has been identified before the hypothesis test has been constructed. Therefore, a numbers of researchable questions have been compiled in order to test the theory. Theory that is consistent with the nature of deductive research in which have been carried out, deducing with the hypothesis that is subjected to empirical scrutiny to which would challenge the status quo that the discipline has been relying upon. Therefore, after the research has be conducted and tested by the hypothesis, would refer to the implications of the findings in the theory that would prompt the industry exercise practise. This would involve steps to oppose that direction from deductive into a direction where the discipline should advance into by regulated which should be concern and socially acceptable.

Research Strategy

There are numerous ways that research strategies could be designed. Among them that the author has acknowledged are experimental, case study, observation, survey, historical review, official statistic, content analysis, and diaries (Bryman & Bell, 2003). These research strategies that we mention all have their advantages/disadvantages and how business often uses them in real world business applications. The strategy that is commonly adopted widely among practitioners is the survey or questionnaire method. Also this type of information collection strategy has also been implemented in this study. The survey method refers to the utilisation of questionnaires to gather the data as the collection process to record the verbal behaviour of the respondents which reacts to the question asked.

Another research method that is use as a starting point in this study is the usage of historical review that inflict pass research from others scholars, which is then gathered from secondary data collection. Historical review has its strong point that impose a pool of well researched studies in the discipline, but originating the use of too much secondary data would urge the limit in creativity outcome of the result. Therefore, to diminish the limitation would be to utilise and challenge the status quo of the known knowledge in the discipline.

Method: Quantitative – Qualitative

For many writers there was on methodological issues found that proves to be helpful to distinguish between quantitative and qualitative research. Qualitative marketing research has often characterised in involving intensive research with a small sample, which have little emphasis on the possibility in generalizing results from samples findings in the population as a whole. However, Christy and Wood (1999) argues that a potential misleading to conceive survey research in marketing and as if either being “qualitative” or “quantitative”, giving that quantitative is implicitly taken to the means of attempting to make statistical inference about the sample populations. The fact that a great deal of everyday marketing research is concern about understanding the diversity found within a distinctive market, setting for possibilities while the others search for probabilities, which may involve a relatively large sample of respondents rather than depth interview.

To be more distinctive between qualitative and quantitative are taken to be unique types of research strategy. Thus, according to Patton (1990), qualitative data collection would involve detailed descriptions of situation, events, people, interactions and observation in behaviour, where people experience, attitude, belief and thoughts would be directly quoted. Unlike quantitative research, data collection upon which much reliance has been place on the researcher’s interpretation, rather than on the suitability or robustness in the technique of the researcher’s statistical analysis. These contrasts in the principals’ difference upon data collection method of the fundamentals that distinguish which research strategy should be use that is governed by their unique features.

Practical Details

In order to test how the principle has evolved to form an understanding for the research and see how mature is the literature. Inspiring work form Romano and Fjermestand (2002) and Ngai (2005) who did historical review on customer relationship management which examined the acceleration in the interest of the literature which has increased. This is where we could gain understanding for the study and determine the gap in the literature that could be filled. After finding the framework where the author could work upon and how could the building blocks be arranged into the system. Another inspiriting work by Kevork and Vrechopoulos (2009), whom in their CRM research did a keyword analysis to conceptualize and provide functional insight in the discipline.

A computer software was developed using Microsoft Visual C#.NET 3.5 in order to query the Emerald database and provide the author with the ability to see the frequencies in the keywords which is reported in the article (in matter fact, keywords expressions). The source code that was developed for use in this research could found in appendix D of this paper. Kevork and Vrechopoulos (2009) argue that keywords could be taken as an authentic indicator about the article subject areas. The popularity of each research topics examined among researchers is measured by these keywords for classification in this present paper. The keywords are then subjected plausible in this respect to be potted into the process base by epistemological approach which drawn upon from naturally acceptable knowledge in the nature of the discipline.

To test the classification for this study, a quantitative research was conducted by using structured questionnaires. The survey was conducted online survey system where respondents were invited to complete the survey. Respondents was drawn from the company’s web portal for duration of two weeks, 147 respondents have completed the questionnaire, disposed to response rate of 0.83 percentages from 17,710 visitors to the web portal. The reason for this low response rate is that have been no benefits given to any respondents, which was subject to voluntary alone.

The sample was asked to response to situational questions that are divided into seven parts, the first six parts was to test the hypothesis in the framework that is determined by keyword analysis, which was created using a five-point items for all the constructs measured. And then the last part was the generic questions to determine the respondents’ profile. The participants were asked to answer all questions in order to avoid missing data and that each participant was allowed to complete only one questionnaire, which was locked by a cookie in their web browser. The printed out version of the questionnaire and coding plan could be seen in appendix A.


  • Sangi Jerusha