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Keywords
Research, Case studies, Data collection, New product development
Abstract
Discusses methodological aspects of case study research and qualitative data collection and analysis. Discusses the choice of a research strategy and data collection and analysis methods according to theory as well as the arguments which lead to qualitative case research. Suggests steps in research processes according to different authors and considers in more detail the theory and practice of each of these steps (case study design; preparing for data collection; conducting case studies; analysing data; and reporting). Concludes that carrying out qualitative case study research, in the author's experience, is first and foremost a matter of learning by doing.
Introduction
The purpose of this contribution is to discuss methodological aspects of case study research and qualitative data collection and analysis using my own research as an example.
I think I must start with explaining what I mean with qualitative case study research: a research strategy using case studies, involving qualitative data collection and analysis. Eisenhardt states that the case study is a research strategy which focuses on understanding the dynamics present within single settings and can employ an embedded design, that is, multiple levels of analysis within a single study. Case studies typically combine data collection methods such as archives, interviews, questionnaires and observations. Yin (1989, p. 23) gives a strict and more "technical" definition:
A case study is an empirical inquiry that
* investigates a contemporary phenomenon within its real-life context; when
* the boundaries between phenomenon and context are not clearly evident; and in which
* multiple sources of evidence are used.
Yin and Eisenhardt agree that case studies can be used to accomplish various aims: to provide description, test theory or generate theory; exploratory and explanatory. Both authors also stress that case studies can involve qualitative data only, quantitative only, or both (moreover, the combination of data types can be highly synergistic!)[1].
This paper focuses on qualitative research, the essence of which, according to Van Maanen et at. (1982), consists of two conditions: the use of close-up, detailed observation of the natural world by the investigator; and the attempt to avoid prior commitment to any theoretical model. Miles and Huberman (1994) suggest the following features of qualitative research:
* conducted through...