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Dialectic Inquiry: Does It Deliver? A User Based Research Experience, James R. Seligman

James Seligman

This paper introduces Dialectical Enquiry (DI) as a research method used in the study of customer /student experience and its management (CEM) in not for profit as higher education. The (DI) method is applied to senders, receivers of the customer experience across six English universities were staff, and students were interviewed to gather real world data using an imposed dialectical structure and analysis. By conducting sixty interviews from the actors involved in the sending and receiving of customer experience an extensive data base was developed using NVivo 8, note taking and collection of communication materials. Hence, the enquiry was grounded …