Case Study Research
Introduction
Case Study Research: Methods and Practice, Workshop presented by Arch Woodside and the Association of Marketing Theory and Practice, Panama City Beach, FL, 23 Mar 2011
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Case Study Research: Methods and Practice (CSR-MP)
A One-Day Workshop
Sponsor: Association of Marketing Theory and Practice 2011
The CSR-MP One-Day Workshop provides hands-on training in constructing theory, collecting data, doing data analysis, and writing scholarly papers that apply case study research methods. This workshop focuses on building participants’ skills for using five CSR methods: CSR theory construction; uncovering theory-in-use; property space analysis; fuzzy-set qualitative comparative analysis (FS/QCA); degrees of freedom analysis (DOFA); ethnographic decision tree modeling (EDTM); the long interview method (LIM); storytelling theory and research including archetype matching and forced metaphor elicitation technique (FMET).
Brief Description of Methods:
CSR theory construction includes mapping out the flow of events, decision processes, and outcomes in contexts and the use of multiple data analysis methods for theory testing. FS/QCA applies Boolean algebra for testing consistency and coverage of alternative causal recipes (configurations of moderately complex antecedent conditions) to explain an outcome (for a free manual on the method go to fs/QCA.com); the method includes collecting a limited number of case studies (5 to 20 cases). DOFA examines the number of hits and misses in matching the features of a case to the propositions of alternative theories. EDTM captures the paths that lead to adoption versus rejection and success versus failure; like FS/QCA, EDTM theory recognizes that no one factor is necessary or sufficient to cause an outcome. The LIM involves triangulating three methods of data collection in situ: interviews, observation, and document analysis. Storytelling with archetypal analysis and the FMET overcomes ego defenses and explicit-implicit cognitive blocking by respondents to enable uncovering unconscious-meanings in respondents’ self-reports.
Participants’ Take-Aways:
During the workshop, to achieve hands-on skills, participants complete individual and group exercises in applying each of the five methods. Participants receive a copy of Case Study Research: Theory – Methods – Practice (Emerald Publishing, 2010) which includes comprehensive chapters on using each of the five methods plus comprehensive chapters on eight additional case study methods. Each participant receives an invitation to send his or her CSR paper for review and comment by the workshop’s trainer.
CSR Workshop Trainer:
Arch G. Woodside, Professor of Marketing, Boston College, is the CSR-MP Workshop trainer. Arch is the author of the workshop exercises-solutions and the CSR textbook of the workshop. His own articles using CSR methods appear in the Journal of Marketing, Journal of Applied Psychology, Industrial Marketing Management, Journal of Advertising Research, Journal of Business & Industrial Marketing, and Journal of Travel Research. He is the Editor-in-Chief of the Journal of Business Research. He is a member and Fellow of APA, APS, Royal Society of Canada, International Academy for the Study of Tourism and the Society for Marketing Advances.
Venue:
Wednesday, March 23, AMTP 2011 Conference, Edgewater Beach Resort, 9 AM to Noon and 1:30 to 4:30 PM. Participants need to bring their laptops with a copy of fs/qca.com installed. Fees: $220 for AMTP members; $320 for nonmembers. The workshop fee includes all instruction, workbook exercises and solutions, textbook, personal follow-up review of participants’ research and manuscript by the trainer, and coffee/tea breaks and lunch.. Attendance is limited to twenty participants to encourage one-on-one training. The fee does not include instructor compensation as Arch has volunteered to conduct this as a service to the AMTP.