The use of reliability and validity are common in quantitative research and now it is reconsidered in the qualitative research paradigm. Since reliability and validity are rooted in positivist perspective then they should be redefined for their use in a naturalistic approach. Like reliability and validity as used in quantitative research are providing springboard to examine what these two terms mean in the qualitative research paradigm, triangulation as used in quantitative research to test the reliability and validity can also illuminate some ways to test or maximize the validity and reliability of a qualitative study. Therefore, reliability, validity and triangulation, if they are relevant research concepts, particularly from a qualitative point of view, have to be redefined in order to reflect the multiple ways of establishing truth. Key words: Reliability, Validity, Triangulation, Construct, Qualitative, and Quantitative This article discusses the use of reliability and validity in the qualitative research paradigm. First, the meanings of quantitative and qualitative research are discussed. Secondly, reliability and validity as used in quantitative research are discussed as a way of providing a springboard to examining what these two terms mean and how they can be tested in the qualitative research paradigm. This paper concludes by drawing upon the use of triangulation in the two paradigms (quantitative and qualitative) to show how the changes have influenced our understanding of reliability, validity and triangulation in qualitative studies.

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Understanding Reliability and Validity in Qualitative Research

An introduction and explanation of the epistemological differences of quantitative and qualitative research paradigms is first provided, followed by an overview of the realist philosophical paradigm, which attempts to accommodate the two. From this foundational discussion, the paper then introduces the concept of meaning making in research methods and looks at how meaning is generated from qualitative data analysis specifically. Finally, some examples from the literature of how meaning can be constructed and organized using a qualitative data analysis approach are provided. The paper aims to provide an introduction to research methodologies, coupled with a discussion on how meaning making actually occurs through qualitative data analysis. Key Words: Qualitative Research, Quantitative Research, Epistemology, Meaning Making, and Qualitative Data Analysis

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Research Paradigms and Meaning Making: A Primer

Qualitative research has not been viewed as a rigorous alternative to established quantitative methods in postgraduate marketing research. However, this paper reports on the Australian development of a successful, structured approach to using the case study methodology in postgraduate research. Its aim is to present and justify guidelines for using the case study research methodology in honours, masters and PhD research theses, and so it should interest candidates and their supervisors. First, appropriate positions on a range of scientific paradigms and core issues of induction and deduction are established. Then implementation of the case study methodology is examined, including the numbers of case studies and of interviews. Unusual but effective uses of theoretical replication to rigorously analyze case study data are illustrated from postgraduate theses. Finally, a framework is provided for constructing a thesis, emphasizing the key methodology chapter.

Processes of a case study methodology for postgraduate research in marketing

This document presents a framework for appraising the quality of qualitative evaluations. It was developed with particular reference to evaluations concerned with the development and implementation of social policy programmes and practice. The framework was devised as part of a programme of research conducted on behalf of the Cabinet Office.The research on which the framework was built involved: a comprehensive review of the literature on qualitative research methods relating to standards in qualitative research; a review of qualitative research methods used in Government funded evaluation studies; a review of existing frameworks for assessing quality in qualitative research; exploratory interviews with a range of people who have an interest in quality assessment of qualitative research and/or policy-related evaluations. These included academics who have written about qualitative research from either a theoretical or empirical perspective; authors of existing frameworks; research practitioners; commissioners and funders; and policy-makers who have used qualitative research evidence in the development and evaluation of policies; a workshop involving the above groups to refine the framework initially developed; a trial application of the framework to a small number of studies. All these strands of activity have heavily influenced the content of the framework and the premises that surround its operation.

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Quality in qualitative evaluation: A framework for assessing research evidence. A quality framework.

Despite the advantages of the case study method, its reliability and validity remain in doubt. Tests to establish the validity and reliability of qualitative data are important to determine the stability and quality of the data obtained. However, there is no single, coherent set of validity and reliability tests for each research phase in case study research available in the literature. This article presents an argument for the case study method in marketing research, examining various criteria for judging the quality of the method and highlighting various techniques, which can be addressed to achieve objectivity, and rigorous and relevant information for planning to marketing actions. The purpose of this article is to invite further research by discussing the use of various scientific techniques for establishing the validity and reliability in case study research. The article provides guidelines for achieving high validity and reliability for each phase in case study research.

Validity and reliability tests in case study research: a literature review with “hands‐on” applications for each research phase

Aims to address a gap in the literature about quality criteria for validity and reliability in qualitative research within the realism scientific paradigm. Six comprehensive and explicit criteria for judging realism research are developed, drawing on the three elements of a scientific paradigm of ontology, epistemology and methodology. The first two criteria concern ontology, that is, ontological appropriateness and contingent validity. The third criterion concerns epistemology: multiple perceptions of participants and of peer researchers. The final three criteria concern methodology: methodological trustworthiness, analytic generalisation and construct validity. Comparisons are made with criteria in other paradigms, particularly positivism and constructivism. An example of the use of the criteria is given. In conclusion, this paper’s set of six criteria will facilitate the further adoption of the realism paradigm and its evaluation in marketing research about, for instance, networks and relationship marketing.

Comprehensive criteria to judge validity and reliability of qualitative research within the realism paradigm

The boundaries of relationship marketing have been discussed since relationship marketing was first investigated in the 1970s. Investigating these boundaries, this paper reviews the links between relationship marketing and network theory. Three main themes of marketing relationships are identified: relationship marketing, neo‐relationship marketing and network theory. A framework is developed to allow for the positioning of these three themes of marketing relationships. While this framework has been developed in terms of a table, the intent is not to box theorists into neat positions but rather to develop an overall position statement for the three types of marketing relationships. Theorists can discuss marketing relationships depending on their position within the framework. Consequently, the framework allows for further development of relationship and neo‐relationship marketing by offering better applications for the practitioner, and enhances understanding of network theory. Suggestions are offered for the integration of marketing relationships into the marketing curriculum and further implications for marketing research are discussed.

Marilyn Healy

Papers

Comprehensive criteria to judge validity and reliability of qualitative research within the realism paradigm

The old, the new and the complicated ‐ A trilogy of marketing relationships