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Processes of a case study methodology for postgraduate research in marketing

Chad Perry (University of Southern Queensland, Toowoomba, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 October 1998



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.



Perry, C. (1998), "Processes of a case study methodology for postgraduate research in marketing", European Journal of Marketing, Vol. 32 No. 9/10, pp. 785-802.




Copyright © 1998, MCB UP Limited

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