Adapting research methodology during COVID-19: Lessons for transformative service research

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dc.citation.issue2
dc.citation.volume32
dc.contributor.authorDodds S
dc.contributor.authorHess AC
dc.date.available9/02/2021
dc.date.issued8/02/2021
dc.description.abstractPurpose Coronavirus disease 2019 (COVID-19) has created a challenging, yet opportunistic, environment in which to conduct transformative service research (TSR) and assess research methodology. The purpose of this paper is to evaluate and gain important new insights of a group interviewing method with vulnerable people and their support group, adapted and transferred online during COVID-19. Design/methodology/approach This research examines the experiences of 35 participants (nine family groups composed of parents and young people), involved in a research project that explores a sensitive topic, youth alcohol consumption and family communication, that was moved online during lockdown. Researcher reflections on running group interviews face-to-face prior to COVID- 19 and online during lockdown are included in the data. Findings Thematic analysis of participant interviews and researcher reflections reveals four key benefits and three limitations of online group interviews with vulnerable people and their support group. The benefits include being comfortable, non-intrusive and safe; engaging and convenient; online communication ease and easy set-up. The limitations relate to lack of non-verbal communication, poor set-up, and privacy and access issues. Practical implications The global environment is uncertain and being able to implement effective qualitative research online is essential for TSR and service research in the future. This paper provides a step by step procedure for an innovative online group interviewing technique that can be used by TSR and qualitative service researchers. Originality/value Conducting research during a pandemic has provided unprecedented insights into qualitative research approaches and methodology. This paper contributes to literature on service and TSR methodology by providing a framework for researchers to investigate vulnerable groups online in an effective, safe and non-intrusive way. The framework also has the potential to be applied to other service contexts.
dc.description.publication-statusPublished
dc.format.extent203 - 217
dc.identifierhttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000553181800001&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=c5bb3b2499afac691c2e3c1a83ef6fef
dc.identifier.citationJOURNAL OF SERVICE MANAGEMENT, 2021, 32 (2), pp. 203 - 217
dc.identifier.doi10.1108/JOSM-05-2020-0153
dc.identifier.eissn1757-5826
dc.identifier.elements-id432790
dc.identifier.harvestedMassey_Dark
dc.identifier.issn1757-5818
dc.identifier.urihttps://hdl.handle.net/10179/16670
dc.publisherEmerald Publishing Limited
dc.relation.isPartOfJOURNAL OF SERVICE MANAGEMENT
dc.relation.replaceshttp://hdl.handle.net/123456789/20611
dc.relation.replaces123456789/20611
dc.relation.replaceshttp://hdl.handle.net/123456789/22009
dc.relation.replaces123456789/22009
dc.relation.replaceshttp://hdl.handle.net/123456789/22010
dc.relation.replaces123456789/22010
dc.relation.replaceshttp://hdl.handle.net/123456789/22011
dc.relation.replaces123456789/22011
dc.relation.replaceshttp://hdl.handle.net/123456789/22012
dc.relation.replaces123456789/22012
dc.subjectCOVID-19
dc.subjectTSR
dc.subjectOnline group interview
dc.subjectVulnerable group
dc.subjectMethodology
dc.subject.anzsrc1503 Business and Management
dc.subject.anzsrc1505 Marketing
dc.subject.anzsrc1506 Tourism
dc.titleAdapting research methodology during COVID-19: Lessons for transformative service research
dc.typeJournal article
pubs.notesNot known
pubs.organisational-group/Massey University
pubs.organisational-group/Massey University/Massey Business School
pubs.organisational-group/Massey University/Massey Business School/School of Communication, Journalism and Marketing
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