ABSTRACT
This chapter investigates in depth the issues of establishing reliability and validity in case study approaches to marketing research. IT will be particularly valuable to postgraduates in marketing research who are using the case study approach.
It explores the difference between reliability (replicability of results) and validity (match to the research aim).
The tests of validity, credibility and reliability in case studies investigated include construct validity, internal validity, external validity, reliability, credibility, transferability, confirmability and dependability.
It identifies that problems with validity and reliability cannot be removed completely, but their negative effects can be reduced by using tests described in the chapter.
