Case study

A case study method is a research strategy that involves the investigation of a contemporary phenomenon within its real-life context using multiple sources of evidence (Robson, 2002). A case study method is eminent for combining both research phenomenon and context which helps to provide a richer understanding of the context and the process which is enacted (Yin, 2013). Furthermore, Saunders et al. (2009) acknowledge the case study method for its ability to answer the why, what and how questions that makes it a preferable method for exploratory research. Exploratory research is a valuable means for seeking new insights and assessing phenomenon in a new light because it is flexible and adaptable to new data and insights that occur (ibid). There are two types of case study: a single case study and a multiple case study. These two types can either be holistic or embedded (Yin, 2013). A single case study is preferred when there is a critical or unique case because it provides an opportunity to observe and examine a phenomenon which has not yet been considered (Saunders et al., 2009). A multiple case study is often adopted in order to help with generalisation of the results and involves the study of more than one situation/context. Gerring (2006) suggests that

is that it originates from a positivist approach and it therefore fails to capture the uniqueness of the context. Correspondingly, Yin (2013) classifies case studies using a single-unit of analysis classification, dividing case studies into two types: holistic and embedded. A holistic case study involves treating the organisation as a whole, whereas the term embedded is used to describe a case study which examines a number of sub- units within an organisation, department or a work group. The diagram below illustrates the types of case study.

Figure 1 Basic Types of Case Study Design Source: Yin, 2013

The case study is one of the most powerful methods in the IS field as it allows the studies to take place in their natural settings whilst shedding light on the complexities of the process involved in the IS system (Choudrie and Dwivedi, 2005). Galliers and Huang (2012) insist on the need to deploy a case study approach for IS research as most IS studies have utilised positivist and quantitative approaches. There are various pieces of IS research on social media which have employed a case study method including Scott

case study of Iran. Likewise, a case study method has been used in SaP research, for example Huang et al. (2014) used a case study of DaM ticketing company in China. Also, Jarzabkowski (2005) used three case studies of universities to do a comparative analysis to demonstrate the utility of an activity base framework for SaP research.

Critics have highlighted several issues with the case study as a method which Yin (2009) identifies in an attempt to address them. These include: lack of rigour related to failure of the research to carry out a systematic procedure and researcher bias. Another criticism is the inability of the case study to generalize the results. Yin (2009) counters this criticism by arguing that although the case study is not for statistical generalisability, it can provide analytical generalisability. Gerring (2006) also counters this criticism by arguing that the case study is not a method for sorting research questions but an art for looking at - and theorising about - one or two aspects of social reality. The case study is also criticized for taking too long and it generates masses of unreadable documents. This criticism can be considered to be unfair and reflects the critics’ confusion of the case study with other data collection methods such as ethnography (Yin, 2009). Positivists have disregarded and over-looked the case study for its inability to establish causal relationships between phenomena (ibid). Nevertheless, critics do not form a strong rationale for abandoning the case study as a research strategy. The purposes for choosing the case study strategy are different from those of a positivist nature. First, what case studies aim to capture cannot be done with quantitative methods that are often abstract with a lack of regard for the context. Second, case studies follow systematic research procedures including analytical frameworks that maintain focus on addressing the research question(s) (Yin, 2013). Furthermore, within a case study one can use a variety of methods.

Thus, the case study remains an ideal strategy for this study due to the nature of this research and the questions this study seeks to answer. This study uses two case organisations as shall be further explained in section 3.4 on research design. The case study contributes to knowledge of individual groups and organisations as well as capturing social, political and related phenomena which makes it suitable for IS, business and social science research (Yin, 2009). In summary, the case study is a suitable strategy for this study for the following reasons: first, the case study answers the question of how and why, which provides an explanation and exploration of a social phenomenon.

Second, the case study strategy is useful for this study as it does not require any control of behaviours or events. Therefore, it helps to study a phenomenon as a whole and not necessarily for generalizability but for the extension of our understanding of the phenomena. In addition to and related to the previous points, the case study helps to increase understanding of contemporary events and behaviour, which can best be studied through either direct observation or interviews with the practitioners. Furthermore, by using the case study method the research can examine current real-life phenomena in depth and capture fundamental contextual issues. Given the above and the fact that within a case study one can use a variety of methods the next sections will run through the options.