Bridging the chasm between survey and case study research: Research methods for achieving generalization, accuracy, and complexity

Bridging the chasm between survey and case study research: Research methods for achieving generalization, accuracy, and complexity

This article describes how behavioral science research methods that management and marketing scholars apply in studying processes involving decisions and organizational outcomes relate to three principal research objectives: fulfilling generality of findings, achieving accuracy of process actions an...

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Bibliographic Details
Main Author: Woodside, Arch
Format: Journal Article
Published: Elsevier Inc. 2010
Subjects:
Complexity
Case study research
Process
Accuracy
Generality
Online Access:http://hdl.handle.net/20.500.11937/30415

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