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Research design and data analysis in realism research

Rana Sobh (Department of Marketing, University of Auckland, Auckland, New Zealand)
Chad Perry (Department of Marketing and Management, Southern Cross University, Gold Coast, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 November 2006

19910

Abstract

Purpose

The aim of this paper is to apply principles of the realism paradigm within qualitative research projects.

Design/methodology/approach

The paper starts by establishing the usefulness of realism research for investigating marketing management phenomena, and then considers the implications of the realism paradigm for research design.

Findings

Issues such as the level of prior theory required, the use of replication logic and triangulation are discussed. In addition, guidelines for realism data analysis and reporting are developed.

Originality/value

This paper provides an explicit set of principles for realism research design and data analysis that is different from those in other types of research.

Keywords

Citation

Sobh, R. and Perry, C. (2006), "Research design and data analysis in realism research", European Journal of Marketing, Vol. 40 No. 11/12, pp. 1194-1209. https://doi.org/10.1108/03090560610702777

Publisher

:

Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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