ABSTRACT
This chapter defines the case study as a methodology and describes how case study research is implemented. It will be particularly valuable to postgraduates in marketing research who are using the case study approach.
A systematic and pragmatic approach to designing single and multiple case studies and implementing them is discussed. This includes the use of many different sources of information as the basis for case studies, including expert interviews, observations, archival records and documents.
The importance for case study reliability and validity of using a variety of sources and of replicating case studies is discussed.
The different data collection instruments, sources and case study analysis are also reviewed.
The chapter concludes with a summary of the various ways of reporting a case study.
