...Victor Silva Correa; Wilquer Silvano de Souza Ferreira; Marcio Cardoso; Matheus Albergaria de Magalhães Purpose Case studies are a primary qualitative research method, particularly in the field of management. However, their validity and reliability have been criticized over the years. This study...

...Andreas M. Riege Despite the advantages of the case study method, its reliability and validity remain in doubt. Tests to establish the validity and reliability of qualitative data are important to determine the stability and quality of the data obtained. However, there is no single, coherent set...

... a number of issues relating to theory and practice that warrant the existence of a new journal devoted specifically to qualitative market research. Concludes with a discussion of validity and reliability in the context of qualitative research. The literature on marketing can nowadays be used to fill...