Case Research Methodology - overview
Professor Ashok Ranchhod
WHAT ARE CASE STUDIES?
A case study (or case) is a description of a
situation, or an account of a sequence of
events, which raise issues for discussion
and/or problems for analysis and making decisions
or providing solutions.
What is a Case Study?
• Case studies cover a wide range of
business and organisational problems
• It is usually a construction of events that
have taken place
• It tells a story of certain problems and
issues that need a resolution
• There is often no clear cut answer
• It often contains rich data that needs
analysis and needs to be converted into
information
Key points in looking at cases
• Think clearly in complex ambiguous
situations
• Devise reasonable, consistent and creative
action plans
• Apply quantitative tools
• Understand the significance of the
information
• Determine vital missing information
• Make ample use of models such as Porter,
BCG, GE matrix etc.
PGR

Documenting the Research Process.

Research Strategy/Research Process.

Case Study Research Strategy.

Different types of Case Studies.

Case Study Objectives.

Epistemology and supporting research methods.

Research Design.

Case Study Protocol.
PGR
Methodology: A descriptive term that provides an
understanding Not of the research products (output) but of the
process itself.

No ‘Generic’ Methodology Exists, with each methodology
being unique and correct !

Research Strategy
Research Method
Research Design
Research Protocol
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Research Methodology
PGR
 A Research Strategy is considered to be a way of going
about one’ s research, embodying a particular research
style and employing different research methods.
Galliers (1992 p. 147)
 A Research Method is a way of collecting evidence
which indicates the tools and techniques used during data
collection.
Weick (1984 p. 121)
Galliers R.D. 1992. 'Choosing information systems research approaches'. Information
Systems Research - Issues, Methods and Practice Guidelines, Edited by Galliers R.D,
Published by Blackwell Scientific, UK, pp. 144-162.
Weick K.E. 1984. 'Theoretical assumptions and research methodology selection'. The
information systems research challenge, Edited by McFarlan F.W, Published by Harvard
Business School, USA, pp. 111-132.
Your own ideas
• The way of going about ones’ research, embodying a particular style
and employing different research methods.
Research
Questions
Posed
Behavioral
Control between
Variables
Contemporary
Events
Nature of
Strategy
Experimental
How & Why
Yes
Yes
Inductive
Survey
Who, What, Where,
How Many &
How Much
No
Yes
Deductive
Archival
Search
Who, What, Where,
How Many &
How Much
No
Yes/No
Deductive
History
How & Why
No
No
Deductive
Case Study
Who, Why & How
No
Yes
Inductive/
Deductive
Research
Strategy
Why Choose a Case Study?
 The need for ‘rich’ primary data for developing theory from
practice (empirical);
 The scope, sensitivity and nature of data required;
 Researchers personal experiences / skills;
 Resource Constraints such as time and financial budget;
 Hatred of Statistics.
Characteristics of a Case Study
 Does not explicitly control or manipulate variables;
 Studies a phenomenon in its natural setting;
 Studies the phenomenon at one or a few sites;
 Conclusions NOT generalisable beyond the confines
of the study.
 Usually uses qualitative tools and techniques for data
collection and analysis (may also use quantitative);
 Can be either structured and closed but is usually
 Un-structured and open (depends on approach).
PGR
Different Types of Case Study
Field Work Research
- Study of People in the course of their natural lives.
- Enters the environment of the phenomenon.
- Pre-definition of constructs and relationships. (Development of hypotheses.)
Action Research
- Combines pure research (observing) with action (participation).
- Researcher defines and solves the research problem.
- Self evaluative because there is an output....Solution presented.
Application Descriptors
Ethnographic Research
PGR
Outline
Discovery and Theory Building
-
Objective is the description and conceptualisation of phenomenon.
Facilitated by proving/disproving hypotheses, resulting in theory
building.
Theory Testing - Essentially Qualitative.
-
Validating through applying theory.
Generalisable ? but not in my case !
Discovery, Theory Building & Testing.
-
all the above.... other research methods may also be applied, i.e.
Quantitative. Can help in identifying characteristics of external validity
PGR
Quantitative
V’s
Qualitative
What stance do you take?
• Epistemology - Belief about the way knowledge is construed.
It includes 2 very different school’s of thought.
Positivist - Sympathisers prefer Quantitative methods.
Interpretivist - Sympathisers prefer Qualitative methods.
Positivist Characteristics - Assumes knowledge is hard,
objective and tangible, and offers the role of observer. It places great
emphasis on methodology and statistical measures.
 Interpretivist Characteristics - Assumes knowledge as
personal, subjective and unique. It imposes on researchers an
involvement in their subjects. - (No definitive answer)
Hence, both approaches demand quite different approaches
to research, employing different research methods.
Triangulation
• The Open University describes triangulation as a
method of cross-checking the existence of certain
phenomena and the veracity of individual accounts,
by gathering data from a number of informants and
through a variety of channels.
The data are subsequently compared by contrasting
one account with another, to produce a full and
balanced study.
Triangulation helps reduce the impact of bias and therefore
improves data accuracy and validity. Thus improving your
research.
Research Design
•
Serves as an ‘action plan’ which guides the investigator through the
process of collecting, analysing and interpreting observations
Action Plan
 Formal document that sets out the proposed rules and
procedures to be followed.
 Data collection tool within which data are elicited from
case study companies.
 Guidelines suggest that a Protocol should include;
- Case Study Overview;
- Fieldwork Research Procedures;
- Case Study Questions (for the interviewer NOT interviewee); and,
- Outline of Research Output.
Protocols
Case Study Overview;
- Background to Project.
- Issues to be researched (inc. Hypotheses/objectives/review).
Fieldwork Procedures;
- Who should be interviewed.
- Data gathering methods & processes. Not research methods.
- Data collection schedule.
- Interview schedule
- Fieldwork Resources i.e. tape recorder, report summary.
What are the key questions?
• Case Study Questions
- Questions that reflect the enquiry and help keep the researcher on ‘track’
and focused. Each question should be accomplished by its respective
sources of evidence.
Qn.
What are the decision making processes used by SME's in justifying their
investments in marketing?
Evidence: Investment Proposal; Business Plan(s); Performance Measures
Qn.
What strategic, tactical and operational critical success factors are associated
with the justification of a marketing budget or plan?
Evidence: Discussions, Observations, Business Plan(s), Performance Measures.
Qn.
What issues and barriers are associated with the post-implementation
evaluation of a marketing planning system?
Evidence: Management Minutes, Marketing Audit Sheets, Performance Measures.
http://www.youtube.com/watch?v=Gs6uDB1vS5o
Range of methodologies
Objective
•Questionnaire survey
•Quantitative analysis
Deductive
Positivist
Subjective
•Website study
•Quantitative analysis
•Inductive
•positivist
Observations
Conclusions
Within a Postmodern
Environment
Inductive
Interpretive
Objective/Subjective
•Qualitative analysis
• Case based
Exploratory
Interpretive
• The Final Report
- Breakdown chapter of dissertation in manageable sections.
For Example;
 Introduction and background to the case study company;
 Investment evaluation of IT on marketing: a database perspective; Linking
strategic, tactical and operational dimensions through critical success
factors, and;
 Post-implementation evaluation.