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- Title
Observational Data Collection Methods for Services Marketing: An Overview.
- Authors
Grove, Stephen J.; Fisk, Raymond P.
- Abstract
Applications of observational data collection methods to services marketing research are explored. Three key dimensions that distinguish the various forms of observational methods are presented. General applications of observational research to services marketing phenomena are posited. Specific applications of observational research to services quality are suggested. issues concerning the implementation of direct human observation are considered.
- Subjects
MARKETING in service industries; MARKETING; MARKETING research; MARKETING strategy; RESEARCH
- Publication
Journal of the Academy of Marketing Science, 1992, Vol 20, Issue 3, p217
- ISSN
0092-0703
- Publication type
Article
- DOI
10.1007/BF02723408