Exploratory Study on Circular Economy Approaches A Comparative Analysis of Theory and Practice

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3.1 Research Design 41


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been conducted in this research so that patterns could be identified. These patterns


have been compared to findings from this study to shape final conclusions.


A further quality assurance criterion is construct validity. It refers to the extent

to which a study investigates what it aims to investigate. Two measures enhance


the construct validity: triangulation and a clear chain of evidence (Gibbert et al.


2008). This study achieved a sufficient level of construct validity through data tri-


angulation by using transcribed interviews, corporate documents and case notes as


source for conclusions. Furthermore, a chain of evidence is used to ensure that the


research process from formulating research questions to drawing conclusions is a


comprehensible process for the reader. Chapter 3.2 provides a detailed description


of the steps employed during the research process. The results are described through


ample data such as interview quotes to make conclusions reasonable. Besides its


importance for construct validity, the chain of evidence plays an essential role in


the context of reliability (Yin 2014; Gibbert et al. 2008). This importance will be


explained later in this chapter.


The third and last type of validity is external validity, often called generalizability.

This describes “the extent to which findings (...) can be analytically generalized


to other situations” (Yin 2014, p. 238). Although case studies are not designed for


statistical generalization they offer the possibility for analytical generalization.


Analytical generalization describes building theory from empirical findings and


qualitative case studies are a good starting point to develop theory (Gibbert et al.


2008; Eisenhardt 1989).


Eisenhardt (1989) further suggests cross-case analysis of four to ten cases to begin

building a theory in order to be able to conduct an analytical generalization. By


doing so, the complexity is kept at a manageable level whilst achieving saturation.


Likewise, it is important that the researcher provides his/her theoretical reasons


for the case selection so the reader is able to “appreciate the researchers’ sample


choices” (Gibbert et al. 2008, p. 1468). For this thesis nine cases were selected. The


theoretical considerations leading to the selection of each case will be explained


in detail in chapter 3.2.1.2.


Reliability describes the fact that subsequent researchers conducting the same

study would come to the same conclusions (Gibbert et al. 2008). It is therefore im-


portant for the researcher to provide a transparent and comprehensible description


of the research process as well as the previously mentioned chain of evidence (Yin


2014). For the purpose of making the study replicable, Gibbert et al. (2008) suggest


the creation of a case study database to store and organize transcripts, notes and


all other documents collected during the course of research.

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