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Processes of a case study methodology for postgraduate research in marketing

Processes of a case study methodology for postgraduate research in marketing Qualitative research has not been viewed as a rigorous alternative to established quantitative methods in postgraduate marketing research. However, this paper reports on the Australian development of a successful, structured approach to using the case study methodology in postgraduate research. Its aim is to present and justify guidelines for using the case study research methodology in honours, masters and PhD research theses, and so it should interest candidates and their supervisors. First, appropriate positions on a range of scientific paradigms and core issues of induction and deduction are established. Then implementation of the case study methodology is examined, including the numbers of case studies and of interviews. Unusual but effective uses of theoretical replication to rigorously analyze case study data are illustrated from postgraduate theses. Finally, a framework is provided for constructing a thesis, emphasizing the key methodology chapter. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Processes of a case study methodology for postgraduate research in marketing

Chad Perry
European Journal of Marketing , Volume 32 (9/10): 18 – Oct 1, 1998
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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569810232237
Publisher site
See Article on Publisher Site

Abstract

Qualitative research has not been viewed as a rigorous alternative to established quantitative methods in postgraduate marketing research. However, this paper reports on the Australian development of a successful, structured approach to using the case study methodology in postgraduate research. Its aim is to present and justify guidelines for using the case study research methodology in honours, masters and PhD research theses, and so it should interest candidates and their supervisors. First, appropriate positions on a range of scientific paradigms and core issues of induction and deduction are established. Then implementation of the case study methodology is examined, including the numbers of case studies and of interviews. Unusual but effective uses of theoretical replication to rigorously analyze case study data are illustrated from postgraduate theses. Finally, a framework is provided for constructing a thesis, emphasizing the key methodology chapter.

Journal

European Journal of Marketing – Emerald Publishing

Published: Oct 1, 1998

Keywords: Australia; Case studies; Marketing research; Marketing theory; Methodology

References

  • Dissertation research in public administration and cognate fields: an assessment of methods and quality
    Adams, G.; White, J.
  • Long‐range Forecasting, From Crystal Ball to Computer
    Armstrong, J.S.
  • The role of a salesperson within a long term buyer‐supplier relationship in the industrial market
    Boing, H.
  • Case research in marketing: opportunities, problems, and a process
    Bonoma, T.