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About this document
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- 12 pages
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- Management, Marketing, Research Methods
This research paper discusses the validity and reliability of case study research in marketing. It provides guidelines for achieving high validity and reliability for each phase in case study research. It is useful for understanding the scientific techniques for establishing the validity and reliability in case study research.
What's inside
- Introduction to case study research in marketing
- Comparison of qualitative research methods
- Theoretical research paradigms
- Design tests for validity and reliability
- Case study techniques for research phases
Who it is for: For students and researchers of marketing, management and market research. (Postgraduate)
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Summary
Case study research is a method used in management and marketing. It discusses how to test the validity and reliability of the data gathered in case studies.
Case Studies in Marketing
Case study research is used in marketing. It can be used to develop and build theory. It has advantages but also doubts about its reliability and validity.
Theoretical Paradigms
Four different research methodologies are described: positivism, realism, critical theory, and constructivism. Case studies often compare theoretical constructs with empirical results.
Design Tests for Quality
Several tests can establish quality in case study research. These include defining research scope, comparing evidence with existing literature, and ensuring congruence between research issues and study design.
Techniques to Increase Reliability
Techniques to increase reliability include giving a full account of theories, recording observations concretely, and using a structured case study protocol. Pilot studies can also refine the case study protocol.
Key terms
- Case study research
- A method used in management and marketing to develop and build theory.
- Reliability
- The ability to repeat research procedures and achieve similar findings.
- Validity
- The accuracy and quality of the data obtained in research.
- Theoretical paradigms
- Different approaches to research methodology, such as positivism and realism.
- Analytical generalisations
- Generalisations made based on analysis rather than statistical data.
- Case study protocol
- A structured or semi-structured guide used in case study research.
Questions this document helps with
- What are the advantages of case study research in marketing?
- How can reliability be increased in case study research?
- What techniques can be used to establish validity in case studies?
Summary written with AI from the document's text.
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