Year: 2014
Type: article
Abstract: This article introduces qualitative comparative analysis (QCA) to a broader community of business marketing researchers.Drawing on the commitment-trust theory of relationship marketing as an example, authors argue that four forms of causality exist and can be identified with the QCA method.More traditional correlation-based analyses, in contrast, focus on one form of causality: conditions that are necessary and at the same time sufficient.Against this background, a five-step approach to the QCA method is presented and good-practice guidelines for QCA researchers are offered.Building on the QCA methodology, business marketing researchers can deepen their understanding of the discipline and develop a more comprehensive view on complex causality.
Authors: Martin Schneider, Andreas Eggert
Institution: Paderborn University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2241948883