Digital marketing: Case study of an information system implementation to manage

Chapter 3 – Methodology 
3.1. Methodology approach 
The study was conducted on a qualitive exploratory approach, having data collection
based on semi-structured interviews. Thematic analysis was carried out, as suggested by 
(Braun and Clarke 2006) this promotes the interaction between participants, sharing their 
ideas, beliefs and thoughts. This approach allows open-ended questions within the 
interview, providing the flexibility and the ability to gain powerful insights from the 
participants, capturing feelings, impressions and understandings. Thematic analysis 
reports to experiences, picturing the reality of the participants. 
In order to connect and guide the semi-structured interviews with the MCP benefits 
analysis, a model was chosen, as suggested by (Gorla, Somers and Wong 2010) model to 
measure impact on information systems in organizations. This model aims to evaluate a 
system considering the following main pillars: system quality, service quality and 
information quality. The interview structure followed those three focus areas, each of 
these individual areas (system quality, service quality and information quality) had a set 
of relevant questions, a total of 12 questions were part of the interview process. 
To be able to measure the importance and recognized benefits by the users of 
Marketing Cloud Platform, the interviews were carried out, lasting approximately 20 
minutes over the phone. Those users had a relevant role in the marketing department of 
their organization. Interviews were recorded and transcript. In order to carry out text 
analysis, the so called Leximancer online platform was used to find out relationships 
between words (Leximancer Pty Ltd 2018). Leximancer built the relationship between 
words stated by the users through the interview process, those relationships supported the 
analysis of recognized benefits, as well as supported an overview on system quality, 
service quality and information quality.