TRIANGULATION AS A POWERFUL METHODOLOGICAL RESEARCH TECHNIQUE IN TECHNOLOGY-BASED SERVICES

This research is an attempt to idntfiy triangulation techniques that helps in overcoming constraints facing researchers within service markets based on high technology. Because of the high contact customer-telecommunication services providers (TSP) relationship, its reliability on the advanced rapid technology, and its short life cycle, telecommunication services are classified as a highly complex services market. In addition to the predominant characteristics of service, TSPs` marketing activities are directed at people (not goods), a matter that causes considerable difficulties in conducting research in telecommunication markets and also cusses challenges regarding finding acceptance. Hence, the pluralist perspective of triangulation, gives more attention on matching between various methodological techniques and difficulties in researching in such complicated markets. Moreover, triangulation as a methodological approach provides alternative techniques that may enable overcoming bias, eclecticism or other researching problematic issues. The purpose of this article is to explore the difficulties that pose a threat with respect to the validity and credibility of research output within high-tech services and the appropriate methodological research techniques the researcher can utilize to overcome these obstacles