haku: @author Perry, C. / yhteensä: 12
viite: 6 / 12
| Tekijä: | Perry, C. |
| Otsikko: | Processes of a case study methodology for postgraduate research in marketing |
| Lehti: | European Journal of Marketing
1998 : VOL. 32: 9-10, p. 785-802 |
| Asiasana: | Australia Case studies Marketing Research Theories Methodology |
| Kieli: | eng |
| Tiivistelmä: | Qualitative research has not been viewed as rigorous alternative to established quantitative methods in postgraduate marketing research. However, the 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 Ph.D. research theses, and so it should interest candidates and their supervisors. First, there are established appropriate positions on a range of scientific paradigms and core issues of induction and deduction. Then implementation of the case study methodology is examined, incl. 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. |
SCIMA