An exploration of the alignment between information systems and marketing: A triangulation approach in a predominantly qualitative research phase

Val Hooper
School of Information Management

*Peter Thirkell
Faculty of Commerce and Administration

*Sid Huff
School of Information Management

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     Last modified: August 28, 2007
     Presentation date: 11/19/2007 10:30 AM in RH LT3
     (View Schedule)

Abstract
The application of methodological pluralism with triangulation within a dominant qualitative study is described. The research comprised the first, exploratory phase of a study into the impact of the alignment between information systems and marketing on business performance. It consisted of a predominantly qualitative method of data collection – personal interviews with 36 respondents – in which two sets of quantitative data were collected. By comparing the findings from each set of data with one another, divergences and convergences became evident. Investigation into the underlying reasons enhanced the understanding of the topic considerably – more so than if a single method had been used. Findings served to enhance the research instrument to be used in the next phase of the study. The value of methodological pluralism with triangulation within a dominant qualitative study had been demonstrated.