Sobh, Rana; Perry, Chad - In: European Journal of Marketing 40 (2006) 11/12, pp. 1194-1209
. Design/methodology/approach – 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. Findings – Issues such as … principles for realism research design and data analysis that is different from those in other types of research. …