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LISA M. ELLRAM

THE USE OF THE CASE STUDY METHOD IN LOGISTICS

RESEARCH

JOURNAL OF BUSINESS LOGISTICS, 1996, 17, 2

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Problem:

The case study method is not well understood in general and in

purchasing and logistics in particular

Focus:

This article demonstrates how to use the case study method in

purchasing and logistics research

1. Misconceptions about case study research

1.1 Case study research and teaching are closely related

1.2 The case study method is only a qualitative research tool
1.3 The case study method is an explorative tool that is
appropriate only for the explorative phase of investigation
1.4 Each case study represents the equivalent of one research
observation. Thus, extremely large numbers of case studies
are required to produce any meaningful results
1.5 Case studies do not use rigorous design methodology
1.6 Anyone can do a case study; it is just an ad hoc method
1.7 Results based on the case study methodology are not
generalizable
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RESEARCH DESIGN ISSUES

The case study method generally emphasizes qualitative, in-depth

study of one or a small number of cases.

The case study method will also be based on quantitative data.

Overview of Methodologies

Research methodologies can be classified according to:

-Type of data
-Type of analysis

Type of Analysis
Primary Quantitative Primary Qualitative
Empirical Survey data Case studies
Secondary data Observation
Statistical analyses Limited statistical
analysis
Type of Data Modelling Simulation Simulation
Linear programming Role playing
Mathematical
programming
Decision analysis

Qualitative research

Quantitative research

Qualitative research
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How do the research questions affect the choice of appropriate

research method?

Research objectives:

-Exploration

-Explanation

-Description

-Prediction

A combination of quantitative and qualitative data can be used for all

of these research purposes

Quantitative method provide better statistical predictability

Qualitative research based on case studies can be used to describe a

phenomenon or predict outcomes based on past occurrences in similar
cases
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Research objectives, research question and examples of appropriate

methodologies
Objective Question Examples of appropriate
methodologies
Exploration How and why; Qualitative
How often, how much, how Experiment
many, who, what, where Case study
Observation
Quantitative
Survey
Secondary data
Explanation How and why Qualitative
Experiment
Case study
Grounded theory
Observation
Ethnography
Case survey
Description Who, what, where, how Qualitative
many, how much Case study
Experiment
Observation
Grounded theory
Ethnography
Case survey
Quantitative
Survey
Longitudinal
Secondary data
Prediction Who, what, where, how Quantitative
many, how much Survey
Longitudinal
Secondary data
Qualitative
Case study
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Experiment
Observation
Grounded theory
Ethnography
Case survey

Qualitative Data Collection Techniques

1. Direct Observation
Body language
Unstructured Observation
Street Ethnography (location)
Structured observation based on checklists, scales for rating,
predetermined categories
Participant observation
Proxemics (use of personal space)

2. Indirect Observation
Audio recordings
Video Tapes
Content analysis
Diary/Self reporting

3. Interviewing
Unstructured
Conversational
Key information

Semi structured
Ethnographic
Focus group
Individual biography
Critical incidents
Historical analysis

Structured
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Questionnaire
Ranking/rating scales
Close end tests

Quantitative data is often gathered by using qualitative case studies

when:

-Observing the numbers of occurrences of a particular phenomenon

-Determining the degree of level of occurrence of an activity

-Using rating scales for evaluations