Business research methods and applications

Elin can easily justify her selection of research strategy by backing up her choice with the Yin (2003) book Case Study Research. If her academic advisers had any reservations about Elin using the case study method of research, she could back up her choice with Yin's work. Furthermore, Elin can outline the value of investigating the topic using real-world experience and examples. Elin might want to put together a brief report or presentation for her tutor showing why the case study method would benefit her research. In particular, she should focus on the three points Yin raises about the case study method: it "investigates a phenomenon within its real-life context," "copes with a technically distinctive situation with many variables of interest," and "utilizes multiple rather than one single source of evidence," (p. 159). Elin can also call attention to her interpersonal skills, her need to network within her field of choice, and her appreciation for interpretivist philosophy. The fact that the field of international marketing is people-oriented and must rely on real-life application of theory also shows why Elin chose the case study research strategy.

2. Gaining access to the organizations Elin hopes to work with during her research and possibly later on a professional level will entail solid communications and networking skills. She will first need to read as much as possible about the background of those organizations, learning about their management and corporate culture as well as their missions and goals. Elin is sure to encounter reluctance on the part of some managers or employees who might be reticent to take time to talk to a graduate student, who might feel reticent about divulging company secrets to someone who will be publishing them in a peer-reviewed journal, or who might be unable to provide Elin with the breadth and depth of information she needs.

If and when Elin encounters obstacles she will need to approach them with the savvy marketing techniques she has been studying throughout her education. Pitching her research project is like pitching any other product or service. Elin can draw up a project plan that outlines the goals of her research. She should emphasize her interest in the organization as well as her ample skiing experience. Elin can use that as a sales pitch as well as a way to encourage those companies to consider hiring her after she graduates. Moreover, the summary plan of her research will put in writing what Elin hopes to accomplish. Any individual or organization that disapproves of some aspect of that plan can work with Elin on adapting her research instead of trashing it altogether. Finally, Elin may need to show those organizations and individuals who are resistant to her research prior studies that demonstrate the effectiveness of the case study approach. She may even be able to show how her research can benefit their organizations.