Research design and data analysis in realism research
Abstract
Purpose
The aim of this paper is to apply principles of the realism paradigm within qualitative research projects.
Design/methodology/approach
The paper starts by establishing the usefulness of realism research for investigating marketing management phenomena, and then considers the implications of the realism paradigm for research design.
Findings
Issues such as the level of prior theory required, the use of replication logic and triangulation are discussed. In addition, guidelines for realism data analysis and reporting are developed.
Originality/value
This paper provides an explicit set of principles for realism research design and data analysis that is different from those in other types of research.
Keywords
Citation
Sobh, R. and Perry, C. (2006), "Research design and data analysis in realism research", European Journal of Marketing, Vol. 40 No. 11/12, pp. 1194-1209. https://doi.org/10.1108/03090560610702777
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited