“Integrative” qualitative methods in a services context

Discusses the advantages of using qualitative methods for services marketing research. Describes in particular the use of an “integrative” qualitative research methodology in relation to a study concerning quality in marketing in a services context. Suggests that the development of an “integrative” qualitative research methodology is built on the very practical need for researchers to develop the “best” possible methodologies for their own specific research problem or issues. Combines the notion of an integrative research methodology with the idea of a “stream of research”, or research which builds on earlier studies and explicitly allows the research to evolve and develop through distinctive stages over a given time period.