Case Research in Marketing: Opportunities, Problems, and a Process

1 May 1985

journal article
Published by JSTOR in Journal of Marketing Research

Vol. 22 (2) , 199
https://doi.org/10.2307/3151365

Abstract

The author discusses methods used in other social sciences and in marketing in terms of two key criteria defining "good research." It is argued that t...

Keywords

GOOD
ARGUED
SCIENCES
CASE RESEARCH
DISCUSSES METHODS
KEY CRITERIA
AUTHOR DISCUSSES
CRITERIA DEFINING
RESEARCH IN MARKETING

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