Research design and data analysis in realism research

The aim of this paper is to apply principles of the realism paradigm within qualitative research projects.

The paper starts by establishing the usefulness of realism research for investigating marketing management phenomena, and then considers the implications of the realism paradigm for research design.

Issues such as the level of prior theory required, the use of replication logic and triangulation are discussed. In addition, guidelines for realism data analysis and reporting are developed.

This paper provides an explicit set of principles for realism research design and data analysis that is different from those in other types of research.