Observational data collection methods for services marketing: An overview
Stephen J. Grove, Raymond P. Fisk
Journal of the Academy of Marketing Science · 1992 · Volume 20 · Issue 3
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.
Keywords
Service Quality, Consumer Research, Service Market, Observational Method, Service Experience
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