Case Study Research: Core Skill Sets in Using 15 Genres examines the processes involved in conducting case research in a number of genres including participant observation, fuzzy set social science, system dynamics, decision systems analysis, forced metaphor elicitation technique, ethnographic decision tree modeling, mapping strategic thinking, the historical method, storytelling research and conversational analysis. The book reviews and applies the best literature on case study methods from a number of disciplines providing a strong rationale for adopting case study research methods alone or...

"Essential Knowledge for Research in Marketing" will help marketing students increase skills, knowledge and wisdom in designing, implementing, interpreting, reporting and using research in marketing. "Essential Knowledge for Research in Marketing" provides some initial guidance on what to read to those new to the field, who are confronted with a vast amount of literature with no formal training on how to determine essential reading. The chapter commentaries explain how and why these essential readings contribute to an individual's knowledge and ability to effectively assess marketing research.