Process validation: coping with three dilemmas in process-based single-case research

Abstract

Purpose Recent research suggests that the interest in process-based single-case studies is increasing in business-to-business (B2B) marketing. This paper aims to discuss research validity issues and dilemmas encountered by process-based single-case researchers in B2B marketing. Design/methodology/approach This is a methodology paper that builds on an integration of experiences, ideas and literature. Findings In the paper, three dilemmas are suggested that researchers need to deal with in process-based single-case research. These relate to the casing process: crafting the case, communicating the case and describing the process of the study. Furthermore, process validation is suggested as a research quality concept concerned with how these dilemmas are handled. Research limitations implications Based on the notion of process validation, the authors provide suggestions for how casing, as a process-based single-case approach, can be conveyed and advanced in its own right. Practical implications This study can be used to convey insights that can help new and experienced researchers in conducting single-case studies in B2B. Originality/value Coping with issues of research quality in B2B marketing is of relevance to researchers dealing with process-based single-case research and process validation issues, as well as to journal reviewers evaluating the qualities of process-based single-case research.