Bowen on observation

Key - 6 influences or "antecedents" affecting CS/D (customer satisfaction/dissatisfaction)
expectation, performance, disconfirmation, attribution, emotion, equity. - good references with them.
Great arguments for observation- this is one of the key observation texts.
Asks the question of which exact role the researcher should play (observer, observer-participant, etc)
whether the TO should be approached, how much the participants should know.
How to leave the door open for further follow-up work.
What sort of questions should be asked, how to record data
Question of whether it is a snapshot we want or something more.
CRITICAL ETHNOGRAPHY - what consumers think, feel, and do, rather than what they say they will t,f and d.
need to look more into this.