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    Embedded Case Research in Interdisciplinary Sectors: by Selvarasu A. Dr. Prof Annamalai University

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    Mutharasu A Selvarasu
    This document discusses embedded case research in interdisciplinary sectors. It provides details on case research design and methodology. Specifically, it outlines a design template involving background, design, data collection, analysis, validity, limitations, and reporting. It also describes the author's experience conducting an embedded multiple case study research on internal marketing orientation in different organizations. Key terms discussed include phenomenon, theory, contextual conditions, and artifacts.

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    Embedded Case Research in Interdisciplinary Sectors: by Selvarasu A. Dr. Prof Annamalai University

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    Mutharasu A Selvarasu
    12 views16 pages
    This document discusses embedded case research in interdisciplinary sectors. It provides details on case research design and methodology. Specifically, it outlines a design template involving background, design, data collection, analysis, validity, limitations, and reporting. It also describes the author's experience conducting an embedded multiple case study research on internal marketing orientation in different organizations. Key terms discussed include phenomenon, theory, contextual conditions, and artifacts.

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    Embedded Case Research experience

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    Embedded Case Research by Selvarasu a Dr Prof 13-12-2018

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    This document discusses embedded case research in interdisciplinary sectors. It provides details on case research design and methodology. Specifically, it outlines a design template involving background, design, data collection, analysis, validity, limitations, and reporting. It also describes the author's experience conducting an embedded multiple case study research on internal marketing orientation in different organizations. Key terms discussed include phenomenon, theory, contextual conditions, and artifacts.

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    © All Rights Reserved
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    12 views16 pages

    Embedded Case Research in Interdisciplinary Sectors: by Selvarasu A. Dr. Prof Annamalai University

    Uploaded by

    Mutharasu A Selvarasu
    This document discusses embedded case research in interdisciplinary sectors. It provides details on case research design and methodology. Specifically, it outlines a design template involving background, design, data collection, analysis, validity, limitations, and reporting. It also describes the author's experience conducting an embedded multiple case study research on internal marketing orientation in different organizations. Key terms discussed include phenomenon, theory, contextual conditions, and artifacts.

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    of 16

    Embedded Case Research

    in Interdisciplinary Sectors
    by
    Selvarasu A. Dr. Prof
    Annamalai University
    Take away
    • Case Research Design – A Methodology
    • A Design Template
    • My Experience
    • Key terms – Context, Artefacts, phenomenon,
    theory, entity, content

    A case study is a research method involving an up-


    close, in-depth, and detailed examination of a
    subject of study (the case), as well as its related
    contextual conditions.
    Case Research Design
    • A Methodology
    – Confirming the existing theory
    – Reconsidering the variation in the theory
    – Application of the existing theory
    • By Interviewing (Recording-Records, documents)
    • By Observation (Direct) – Researcher/Participants
    • By Measuring with scales – Standardized scales
    • Context – Situation – Photos-Videos- Narration
    • Physical Artefact (objects)
    A Design Template
    1. Change records (Entries)
    2. Background (RQs)
    3. Design – Holistic Single/Multiple
    or Embedded Single/Multiple
    4. Data collection
    5. Analysis
    6. Plan validity –
    Construct/Internal /External
    7. Study limitations
    8. Reporting
    9. Schedule

    3Principles of Data Collection


    Multiple Sources(Triangulation)
    Database & Chain of evidences

    Analysis
    Categorical Aggregation &
    Constant Comparison
    My Experience
    Embedded Multiple Case Research
    Internal Marketing Orientation(IMO)
    NLC General Hospital CITY UNION BANK
    Health Service
    Tier-I Tier-II Tier-III Tier-I Tier-II Tier-III
    SRM UNIVERSITY
    Educational Service
    XXXXXX
    (Internal Students)

    Tier-I Tier-II Tier-III


    7-GIANT METAPHORS – Health care
    BALANCE JOURNEY TRANSFORMATION

    CONNECTION CONTAINER RESOURCE


    CONTROL
    IM Scale Dimensions &
    New Dimensions Identified
    IM Scale Dimensions New Constructs
     Vision (Believable & Communicating) Control (Believe, focus, protect, preserve,
    convenience & individuality)

     Rewards Resources & Container

     Empowerment Connection

     Development Journey & Transformation

     Internal Communication Balance


    Key Terms
    • Phenomenon – Performance of Employees
    --- Satisfaction of customers

    • Theory - Application of Marketing Mix


    --- as Internal Marketing Mix

    • Contextual ---Service Sector - Situation


    • Artefacts --- Display of posters, Stickers
    --- Photos, Dress code, Key
    chain, DP’s in social media

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