validity and reliability in case study research

It also seems suitable for research into, for example, customer relationship marketing, consumer decision-making, customer satisfaction, and knowledge management. Within the realism paradigm, the focus is on the rigorously analytical method of case study research, which seems to be especially appropriate for two areas: the study of network systems and international business-to-business marketing (Johnston et al., 1999 Perry et al., 1999), rather than the merely descriptive or explanatory use of case studies. But then, case study research is not always to be seen as a substitute for quantitative research. Nevertheless, it still seems that qualitative research, such as case study research, is not really accepted as a rigorous alternative to established quantitative methods in marketing research. Realists share the positivists' aim of explaining and predicting social phenomena, however, where phenomena have not yet been fully discovered and comprehended, realist investigation often seems more appropriate to identify phenomena and transform people's experiences into verbal experiences of the researcher (Donnellan, 1995 Tsoukas, 1989). 8), a perspective, which is arguably more practitioner-oriented. However, the position is changing for management and marketing research which ``seems implicitly to assume a realist perspective'' (Hunt, 1990, p. Research in management and marketing traditionally has been based on positivist science, quantitatively oriented, along a linear deductive path.

Validity and reliability tests in case study research: a literature review with ``hands-on'' applications for each research phase

Validity and reliability in case study research