| Description |
1 online resource |
| Series |
SAGE Research Methods. Cases |
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SAGE Research Methods. Cases
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| Summary |
In service research, an experiment is often used to examine customers' reactions to a certain situation by manipulating the variable(s) of the researcher' interest. However, some variables based on participants' characteristics (e.g., gender) are not suitable to be manipulated due to practical and/or ethical reasons. Alternatively, a quasi-experiment allows researchers to test the hypothesized effects/relationships between variables without random assignment of subjects to groups. This case study describes the process and challenges of conducting a quasi-experiment. The research project used in the case focused on the gender dynamics between the service provider and an Arab customer during intercultural service encounters. While employee's gender and behaviors are manipulated via scenario description and the study participants were randomly assigned to the experimental conditions, customer's gender was determined by participants' self-reported gender; therefore, random assignment was not applied. The case provides detailed discussions on the research design and challenges emerged throughout the research process, including sampling strategies and possible extraneous influences. Implications of this case are valuable in designing and conducting a quasi-experiment in service research |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Description based on XML content |
| Subject |
Business -- Research -- Methodology.
|
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Customer services -- Research.
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Research -- Methodology.
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Research -- Moral and ethical aspects.
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Sex discrimination -- Research.
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| Form |
Electronic book
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| Author |
Khan, Marryam, author
|
| ISBN |
152646750X |
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9781526467508 (ebook) |
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