This ebook is a review of developments in both the qualitative tradition and case studies in management research. The articles discuss: the merits of unique cases and singular forms of evidence within a single case; the comparability of case studies with tools in other areas; and methods of...

The editors' intention with this e-book was to collect a set of papers which primarily look to the future of observational research in marketing, while remaining in some way cognizant of the rich history of observational research. To the editors, observational research is any research which...

In many markets, customer preferences depend on the activity of the customer. The authors have previously demonstrated a model that allows the testing of the qualitative judgments of domain experts in spirits markets against relevant EPOS price and sales data. This paper extends the use of...