Short case study marketing research

Eisenhardt 's methodological work.

Short case study marketing research

There are substantial methodological differences between these approaches. Case selection and structure[ edit ] An average, or typical case, is often not the richest in information.

Short case study marketing research

In clarifying lines of history and causation it is more useful to select subjects that offer an interesting, unusual or particularly revealing set of circumstances.

A case selection that is based on representativeness will seldom be able to produce these kinds of insights. When selecting a case for a case study, researchers will therefore use information-oriented sampling, as opposed to random sampling.

Three types of cases may thus be distinguished for selection: Key cases Outlier cases Local knowledge cases Whatever the frame of reference for the choice of the subject of the case study key, outlier, local knowledgethere is a distinction to be made between the subject and the object of the case study.

The subject is the "practical, historical unity" through which the theoretical focus of the study is being viewed.

Thus, for example, if a researcher were interested in US resistance to communist expansion as a theoretical focus, then the Korean War might be taken to be the subject, the lens, the case study through which the theoretical focus, the object, could be viewed and explicated.

Gary Thomas thus proposes a typology for the case study wherein purposes are first identified evaluative or exploratoryShort case study marketing research approaches are delineated theory-testing, theory-building or illustrativethen processes are decided upon, with a principal choice being between whether the study is to be single or multiple, and choices also about whether the study is to be retrospective, snapshot or diachronic, and whether it is nested, parallel or sequential.

The typology thus offers many permutations for case-study structure. These are, to a differentiable degree, similar to the case study in that many contain reviews of the relevant literature of the topic discussed in the thorough examination of an array of cases published to fit the criterion of the report being presented.

These case reports can be thought of as brief case studies with a principal discussion of the new, presented case at hand that presents a novel interest.

In a case where the market of any organisation is in a messy state, the agency will always seek to find out some of the reasons why the scenario is that way.

They will have to gather information that may help them in solving such issues. For this to be fully achieved, one must be able to carry out a market research to establish where the problem is. This, therefore, calls for the different methods which can be used in a situation where one wants to conduct a marketing research.

The organisations have to choose one of the available techniques so that they can thoroughly conduct their investigations. Some of the primary methods that would be used included interviews, surveys, focus groups, observations and in some cases use field trials.

Advantages of surveys[ edit ] One of the benefits of this method is that the company will be able to get feedback from a significant portion of customers.

Most of the customers will be able to answer the questions which will pertain to the brand and therefore a concrete feedback will be achieved.

The other merit is the fact that it is less costly when compared to the others such as interviews. The company will just have to pay for the production of questionnaires used in the survey.

One of the disadvantages is the fact that their design is inflexible. This is because the study that the company uses from the beginning, as well as its administration, cannot be changed throughout the process of gathering data that is meaningful.

In some cases, the survey questions are usually inappropriate since the company will be forced to come up with items that will be used by the entire body of customers. Under the more generalized category of case study exist several subdivisions, each of which is custom selected for use depending upon the goals of the investigator.

These types of case study include the following: These are primarily descriptive studies.

Background

They typically utilize one or two instances of an event to show the existing situation. Illustrative case studies serve primarily to make the unfamiliar familiar and to give readers a common language about the topic in question. Exploratory or pilot case studies. These are condensed case studies performed before implementing a large scale investigation.Our new book is out now!

"The Best of Global Digital Marketing: The Storybook" showcases 30 recent award-winning digital marketing case studies from different sectors across the world. Each case study contains exclusive interviews with the creators as well as expert opinions.

We chose an interesting but brief National Geographic article. The article was short —approximately words long— and included a title, featured image, side banner ad, and varying font sizes.

In this lesson, you'll learn about a type of research called exploratory research. You'll achieve a general understanding of the topic through examples that demonstrate the way in which it's used. Marketing Management ICMR Case Collection provides teachers, corporate trainers, and management professionals with a variety of teaching and reference material.

The collection consists of case studies and research reports on a wide range of companies and industries - both Indian and international. The collection contains several kinds of case studies like Business Environment, Business Ethics. THE BUSINESS CASE FOR PURPOSE 1 Businesses face an accelerated pace of change as digitalization, disruptive business, and rapidly changing consumer expectations reshape their world.

A business case study research is a complex training based on the conditions of real-life economic, social and business situations. A supervisor offers a task to a team, which implies finding solutions for the optimization of the enterprise on the concrete terms of a real-life financial and industrial situation.

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