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The findings of the present research were written as a total “sum” of the interviews, not so much comparing them against each other, but rather finding similarities and also deviations. First, the initial findings were written down according to what arose from the data. Important issues, as well as entities that were repeated were listed as the primary findings. The primary findings were then further investigated through the frame of reference and a straightforward connection was found to the categorization in Picture 5: Relationship marketing in social media, through which the findings were re-written and re-organized into their final form. 4.4 Trustworthiness of the research There is no standardized conceptual scheme for assessing the quality of a qualitative research. Validity and reliability, which are used in quantitative methods, do not really have a certain meaning in qualitative research, which is why it is more appropriate in this case to talk about the trustworthiness of the study (Rasmussen et al., 2006, 117). There are always risks in a research project conducted via interviews; for example time constraints, financial constraints, reaching the appropriate population, and access to research sites (Arksey & Knight, 1999, chapter 5). Within the present research project, not all contacted cultural organizations were willing to take the time to discuss the topic at hand with the researcher. Yet, the informants of the research represent an appropriate sample of the desired group; Finnish arts museums. The people interviewed were the ones who actually work with the social media issues in the organizations in question, thus they have the first hand experience on the state of matters relating to social media and arts museums. The style of interviewing, semi-structured interviews, is common for qualitative research. On the other hand, one does not have to stick to only one method of interviewing, but various kinds of interviews can be utilized for obtaining different kind of knowledge from different kinds of informants. This is called triangulation; having two landmarks and with the help of those determining a third one. (Arksey & Knight 1999, 21, Ghauri et al., 1995, 93). This makes it possible to draw conclusions while interviewing and creating new questions. The selected organizations represent not only large institutions, but also smaller players on the field. The prerequisite of only choosing one arts museums per town makes sure the sample is not distorted due to geographical issues. The sample could have been more comprehensive 63
with regard to the number of organizations involved, but due to the financial and time related constraints, that was not possible within this research. Gummesson (1988, 79) notes, however, that it is not only quantitative research that can make generalizations, but also a smaller sample may well be enough. The formulation of the research question is precise, and with the help of the supporting questions, it makes the aim of the research clear. The frame of reference includes the theories that are relevant for a satisfactory examination of the issue; there is a fit between the selected theories, the research questions, and the findings of the research. The quality of the data analysis is rather complicated in qualitative research. As mentioned earlier, the data is already being analyzed at the same time it is gathered. This makes it difficult to separate the analysis into a phase of its own, as it is an ongoing process. However, the transcriptions of the data help in the validation of the research findings. An issue that is worth mentioning here is the fact that only one person created the questions for the interviews, conducted the interviews, and also analyzed the interviews. A level of subjectivity might occur, even unwillingly. In the situation of an interview, the interviewer can have an enormous effect on the person being interviewed and their answers. The interviewer needs to be careful not to steer the situation into the direction that might be either suitable for them or in their premonitions. The steering can easily happen with wrong kind of questions, charged with a presupposition of the answer or things relating to the answer. In this research the questions were presented to the informants as neutrally as possible, in order not to steer them into any certain direction. Also the analysis was been made as impartially as possible. 64
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Is there more to it than posting a
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Tiivistelmä Tämä tutkimus osalli
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5 FINDINGS OF THE RESEARCH ........
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1 INTRODUCTION “Winning and keepi
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museums, are expected to outperform
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1.1 Research questions and structur
Page 13 and 14: & Levy (1969) defined it, it is jus
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Page 17 and 18: and the consumer of a service are t
Page 19 and 20: 3 THEORY: RELATIONSHIP WITH THE CUS
Page 21 and 22: 3.2.1 A mindset for customer relati
Page 23 and 24: depends on the customer and industr
Page 25 and 26: to understand in service organizati
Page 27 and 28: fact that a service is created at t
Page 29 and 30: RM, however, is not a new phenomeno
Page 31 and 32: step to creating a relationship. Wi
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Page 35 and 36: all problems, for example, also in
Page 37 and 38: Traditionally customers have seen t
Page 39 and 40: entire process of co-creation of va
Page 41 and 42: messages received by the customers
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Page 45 and 46: engage with the organization in soc
Page 47 and 48: media in an organization, and thus
Page 49 and 50: 3.5.1 Social media applications Soc
Page 51 and 52: & Leighton 2011). Kozinets et al. (
Page 53 and 54: approximately 30 percent of the use
Page 55 and 56: developed for the function of filte
Page 57 and 58: important, what will it give to the
Page 59 and 60: 4 METHODOLOGY In order to find out
Page 61 and 62: interviews, instead of unstructured
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Page 67 and 68: collections, the museums spent 2,8
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Page 73 and 74: does what, at least almost on case
Page 75 and 76: wise to consider the style of writi
Page 77 and 78: there is or how to behave, or what
Page 79 and 80: Even though a few museums seemed to
Page 81 and 82: …There, in the online world a mus
Page 83 and 84: sized museum had, not only customer
Page 85 and 86: We don’t know whether people from
Page 87 and 88: Yes, you could day the experience i
Page 89 and 90: inquired on whether different conte
Page 91 and 92: 6 DISCUSSION In this chapter the fi
Page 93 and 94: Another concern the museums pointed
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Page 97 and 98: 7 CONCLUSIONS In this chapter a dis
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Page 101 and 102: large-scale interactions with exter
Page 103 and 104: 8 REFERENCES Alasuutari, P. Laadull
Page 105 and 106: Conway Tony & Debra Leighton. ”Co
Page 107 and 108: Grönroos Christian. ”Service Qua
Page 109 and 110: McDaniel Clay. ”3 Key Metrics To
Page 111 and 112: Passebois Juliette & Philippe Aurie
Page 113 and 114: Sorav Jain. ”40 Most Popular Soci
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APPENDIX 1: List of Finnish art mus
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