Content area
Full text
How practice determines method and method determines practice
Edited by Adam Lindgreen and Martin Hingley [Hull University Business School, Hull, UK and Harper Adams University College, Newport, UK]
Introduction
The use of multiple data sources can provide the case study researcher with a richer set of data and promote the transferability of the study's findings ([29] Lincoln and Guba, 1985; [44] Yin, 1994). The process of triangulation involves corroborating data from multiple perspectives to enhance the depth of understanding of a particular theme and to provide verification ([1] Atkinson and Delamont, 2005; [15] Creswell, 1998). Despite the benefits of this technique, it has been commented that researchers have not used it effectively ([6] Beverland and Lindgreen, 2008). Further, the use of triangulation has been subject to interpretation and misunderstanding ([1] Atkinson and Delamont, 2005). [38] Silverman (2000, p. 289) cautions that "simple-minded triangulation of data fails to do justice to the embedded, situated nature of accounts."
In addition, case study research can benefit from using multiple cases add this adds "confidence to findings" ([32] Miles and Huberman, 1994, p. 29). The evidence from multiple cases is often considered more compelling and the overall study is therefore regarded as more robust ([23] Herriot and Firestone, 1983). Multiple case studies allow for exploration, description and explanation within each case, as well as across the cases to help provide "lessons learned" ([15] Creswell, 1998, p. 249).
This paper demonstrates the benefits of the effective use of both triangulation and multiple case studies by outlining the application and contribution of these methods to a study undertaken to investigate consumer relationship marketing approaches in professional sporting organisations in Australia. Adopting these methods led to the development of a conceptual model to enrich existing theory in the relationship-marketing field. Data for this study were gathered from six organisations using multiple depth interviews within each organisation, historical and secondary documents both internal and external to the organisations as well as participant observation.
The following sections will outline the background to the research, the methods used and the contribution of triangulation and multiple case studies to the findings of the study. Finally, recommendations for researchers considering these techniques will be discussed.
Background to the study
While the focus of this paper is to...