Yoram(Jerry) Wind, The Lauder Professor and Professor of Marketing, The Wharton School If your concept of research still centers on qualitative vs quantitative research, if you are concerned with the discovery of real insights and with the validity of your research efforts, this book is a must read! It is the first comprehensive and insightful discussion of the third dimension of research - Case Study ResearchA". Aside from comprehensive discussion and illuminating examples of a range of methods from storytelling to ethnographic decision tree modeling, the book offers 12 insightful principles for doing and interpreting case study research. A book that every researcher and user of research should be familiar with. Gerald Zaltman, The Joseph C. Wilson Professor of Business Administration Emeritus, Harvard Business School, and Partner, Olson Zaltman Associates This provocative and much needed book advances the study of human behavior in important, thoughtful ways. It is a wonderful guide for deeper thinking about complex issues drawing upon and synthesizing a variety of research traditions. It is essential reading for all researchers and research consumers. Michel Laroche, Royal Bank Distinguished Professor of Marketing, John Molson School of Business, Concordia University This is a remarkable book which must be read by all researchers to gain a new perspective on research study research methods. It provides a masterful treatment of the widest range of case study methods with a depth not found in any other book on this topic. It fully covers more than twelve methods with excellent examples of each of them. The book includes 770 references with extensive discussions of this literature and it will definitely become a classic in the field for many years to come. Dr. Evert Gummesson, Professor, Stockholm University School of Business, Sweden With this book, Arch Woodside clarifies and deepens knowledge in the field thereby offering most welcome insights into the nature of case study research to the benefit of students, professors, and consulting researchers and not least to the 'consumers' of research. Dr. Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Emory University, Atlanta, GA, USA Once again, Arch Woodside demonstrates why we listen when he speaks! Case Study Research is simply brilliant in demonstrating how we can synthesize the qualitative with the analytics and the case method with the survey research method. It is by far the best book on making case study research more rigorous and relevant. I learned a lot!