Process validation: coping with three dilemmas in process-based single-case research
Journal article, Peer reviewed
Published version
Permanent lenke
http://hdl.handle.net/11250/2587475Utgivelsesdato
2018Metadata
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Originalversjon
The journal of business & industrial marketing. 2018, 33 (4), 539-549. 10.1108/JBIM-07-2016-0152Sammendrag
Purpose
Recent research suggests that the interest in process-based single-case studies is increasing in business-to-business (B2B) marketing. This paper aims to discuss research validity issues and dilemmas encountered by process-based single-case researchers in B2B marketing.
Design/methodology/approach
This is a methodology paper that builds on an integration of experiences, ideas and literature.
Findings
In the paper, three dilemmas are suggested that researchers need to deal with in process-based single-case research. These relate to the casing process: crafting the case, communicating the case and describing the process of the study. Furthermore, process validation is suggested as a research quality concept concerned with how these dilemmas are handled.
Research limitations implications
Based on the notion of process validation, the authors provide suggestions for how casing, as a process-based single-case approach, can be conveyed and advanced in its own right.
Practical implications
This study can be used to convey insights that can help new and experienced researchers in conducting single-case studies in B2B.
Originality/value
Coping with issues of research quality in B2B marketing is of relevance to researchers dealing with process-based single-case research and process validation issues, as well as to journal reviewers evaluating the qualities of process-based single-case research.