消费者行为案例专题课.ppt

单一案例设计易犯之错误 整体性设计进一步的问题是，整个案例研究的本质可能会在研究进行期间有所改变，但研究者却一无所知。 嵌入式设计的易犯错误：只注重子单元层级，而无法回到更大的分析单元。 三、案例研究类型 Multiple Case Design This means that the same study has two or more cases The evidence from multiple cases is often considered more compelling, which makes the overall study more robust. Undertaking a multiple case study can require extensive resources and time beyond the means of a single researcher. Each case must be chosen carefully and specifically The cases should have similar results (a literal replication) or contrary results (a theoretical replication) predicted explicitly at the ou