Methodology of an article based on quantitative data

Title: Linking Social media to customer relationship management

(CRM): A qualitative study on SMEs

Summary

Research method included here is a qualitative one and is done by taking in depth interviews
with SMEs owners. It is suitable for approaching some unexplored areas regarding SMEs. Also,
Curran and Blackburn (1994) stated that face to face interviews are best and that is the exact
approach used in this study. Number of employees and use of social media were the two criteria
on which these SME owners were sampled. Eight SMEs were randomly selected from
Spacecubed. The invitation was sent through email to inform them about the nature of the study,
social media communications were of great help regarding our communication and interviews
were recorded as well with the consent of the interviewees. Semi structures interviews were
taken as we needed to explore the perception of various stakeholders. In the interview, general
personal questions, questions regarding about the information of the organization were asked
which lead to an elaborate discussion in a total of 45 to 60 min. The questions were based on
themes from previous research. Analytical strategy was based on coding. . An inductive
approach to coding was taken in order to ‘avoid rigidity and premature closure that are risks of a
deductive approach’ (Lapadat 2010, 926). To avoid rigidity and closure that lead to risks of
deductive approach, inductive approach to coding was used. Various methods were used to
ensure reliability such as persistent observation of sample solution, weighting the evidence etc.