Processesofacasestudymethodologyforpostgraduateresearchinmarketing外文文献.docVIP

Processes of a case study methodology for postgraduate research in marketing The Authors Chad Perry, University of Southern Queensland, Toowoomba, Australia Acknowledgements The writer thanks Len Coote for several ideas throughout this paper, Bina Shah for research assistance and other students for their examples and their assistance in the development of many of the ideas presented here. Remaining errors are the writer’s. Early versions of the paper were presented at the 1994 National Conference of the Australia and New Zealand Association for Management and the Proceedings of the 1996 Staff Development Program on Postgraduate Supervision of Non-English Speaking Background Students. 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. Article Type: Technical paper Keyword(s): Australia; Case studies; Marketing research; Marketing theory; Methodology. Journal: European Journal of Marketing Volume: 32 Number: 9/10 Year: 1998 pp: 785-802 Copyright ? MCB UP Ltd ISSN: 0309-0566 Introduction Case studies are familiar to marketing educators and their