This paper describes an experimental study into the validity and reliability of international qualitative market …

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 of validity and reliability tests for each research phase in case study research available …

devoted specifically to qualitative market research. Concludes with a discussion of validity and reliability in the context of …