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EJBRM
SPECIAL ISSUE ECRM 2009
Editor: Ann Brown
Guest Editors: Joseph Azzopardi and Frank Bezzina
December 2009
Research Methods - a Case Example of Participant Observation
Jessica Iacono1, Ann Brown2 and Clive Holtham2
1Corus International Trading Limited, Schaumburg, USA
2Cass Business School, London, UK
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This paper discusses the role of the researcher as a participant observer and reflective practitioner. The paper aims to assess the benefits and limitations of participant observation, and offer guidance as to how to manage the challenges inherent in this technique. The paper draws on the lead author’s experience as a participant observer when working on her doctoral thesis: ‘Factors Affecting the Viability of Electronic Marketplaces: an Empirical Investigation into International Steel Trading’. It discusses the issues and concerns resulting from participant observation and how these were dealt with in the case example. The empirical research was a longitudinal study tracking the evolution of steel electronic commerce between December 1998 and the present time. The events examined in this study were observed during the lead author’s ten years at a large steel producer/trading house. As a trader and a manager, the lead author was directly involved in the conduct of business. The study represents the contribution of an industry practitioner and, as such, provides a unique insight into a real-world setting.
Keywords:
participant observation, qualitative research methods, qualitative data, longitudinal case work, steel trading casequalitative online research, Repertory Grid Method, Web 2.0, luxury brand, brand identity, brand personality
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