Types of case studies in marketing research

Forecasting consumer demand for several alternative-fuel technologies within five segments. Retail Automotive Fuel Products Methods: A global automotive fuel company tested its advertising in multiple countries to improve clarity, recall, brand registration, persuasion, and other key elements. At the dawn of the digital age, a major international manufacturer of electronic systems and components assigned a team of engineers to develop digital games for the new electronic devices then emerging.

Types of case studies in marketing research

Eisenhardt 's methodological work. Yin 's guidelines and making positivist assumptions.

Types of case studies in 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.

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.

Alternatively it may be chosen because of researchers' in-depth local knowledge; where researchers have this local knowledge they are in a position to "soak and poke" as Richard Fenno put it, [15] and thereby to offer reasoned lines of explanation based on this rich knowledge of setting and circumstances.

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 exploratorythen 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.

Case study - Wikipedia

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. Types of case studies[ edit ] In public-relations research, three types of case studies are used: 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. 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. Their basic function is to help identify questions and select types of measurement prior to the main investigation.

The primary pitfall of this type of study is that initial findings may seem convincing enough to be released prematurely as conclusions. These serve to aggregate information from several sites collected at different times.

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The idea behind these studies is that the collection of past studies will allow for greater generalization without additional cost or time being expended on new, possibly repetitive studies. Critical instance case studies. These examine one or more sites either for the purpose of examining a situation of unique interest with little to no interest in generalization, or to call into question a highly generalized or universal assertion.Marketing Research Case Histories Below is a list of case studies detailing some of Decision Analyst’s experiences, from innovation and qualitative research to quantitative research, to advanced analytics and predictive analytics.

Case Studies; What can meaningful market research do for your business? The following case studies are just a few examples of our successes. See how intelligent research, effective marketing strategies and impactful results helped our clients better meet the needs of their customers, earn stronger positions in the marketplace and make confident decisions to grow their organizations.

Marketing research and market research are the applied research. For eg: videocon international conducts research to study customer satisfaction level, it will be problem solving research. In short, the main aim of problem solving research is to discover some solution for some pressing practical problem.

The case study as a type of qualitative research 29 Introduction Case studies were one of the first types of research to be used in the field of qualitative 1methodology. Case studies are a popular research method in business area.

Case studies aim to analyze specific issues within the boundaries of a specific environment, situation or organization. According to its design, case studies in business research can be divided into three categories: explanatory, descriptive and exploratory.

Innovative and creative marketing strategies are imperative to the success of a brand. The best lessons are learned through experience and AMA's Case Study Library offers you insights and practical solutions from a wide variety of companies and industries.

Marketing Research Case Histories