Book Chapter


Triangulation without tears

Abstract

For marketing in turbulent times, an in-depth understanding of complex problems is invaluable. Case study research is well suited to investigating complexity (Eisenhardt, 1989; Yin, 2009) and generating context-dependent knowledge (Flyvebjerg, 2006) on which to base innovative strategies. In spite of these benefits, case study research has attracted criticisms. Reviewers, for example, have pointed to case study research where little insight has been provided (Beverland and Lindgreen, 2010; Dubé and Paré, 1999). To respond, case study researchers need to enhance the quality of the story whilst providing detail of careful analytical procedures (Eisenhardt, 1989), such as triangulation. The claims made for triangulation in establishing rigour in research are extensive and possibly even over-stated with Miles and Huberman (1994) referring to the powers of triangulations as talismanic—one assumes with a degree of irony. Case study researchers are nevertheless left in something of a quandary about the nature of the claims that they can make about the rigour of their research and how triangulation supports those claims. The purpose of this paper is therefore to investigate triangulation in case study research and generate insight into how to bolster claims for rigour.

Attached files

Authors

Farquhar, Jillian
Michels, Nicolette

Oxford Brookes departments

Oxford Brookes Business School

Dates

Year of publication: 2016
Date of RADAR deposit: 2020-10-15



“Copyright © 2016, Academy of Marketing Science. Users may view, print, copy, download and text and data-mine the content, for the purposes of academic research, subject always to the full conditions of use. Any further use is subject to permission from Springer Nature.”


Related resources

This RADAR resource is the Accepted Manuscript of Triangulation without tears
This RADAR resource is Part of Marketing challenges in a turbulent business environment [ISBN: 978-3-319-19427-1] / edited by Mark D. Groza, Charles B. Ragland.

Details

  • Owner: Joseph Ripp
  • Collection: Outputs
  • Version: 1 (show all)
  • Status: Live
  • Views (since Sept 2022): 297