Amanda Lans, John R Bales, Daniel G Tobert, Laura P Rossi, Jorrit-Jan Verlaan, Joseph H Schwab
Prevalence of and factors associated with limited health literacy in spine patients
The spine journal : official journal of the North American Spine Society
author discusses methods used social sciences marketing terms two key criteria defining good research argued simultaneous research desiderata data integrity high currency generalizability often place conflicting operational demands researchers thus tradeoffs must made employing method investigate research problem consequence inevitable tradeoffs broader rather narrower method set becomes appropriate marketing investigations case research explored one useful alternative research method marketers nature case research contrast case teaching prescientific case culling discussed appropriateness casebased versus conventional deductive methods considered researcher objective type problem investigated fourstage case research process described general guidelines caveats conduct marketing case research given author concludes case research may viewed metaphor general utility varied inductive research methods expanding perspectives marketing research problems