Using triangulation and multiple case studies to advance relationship marketing theory.

The article presents a study regarding the contribution of qualitative methods and techniques in increasing the understanding of relationship marketing theory in Australia. The study states that the methods provided data which allowed a number of commonalities to emerge relating to the adoption of the relationship marketing within an industry. The study suggests that researchers consider methods that add quality to their findings when trying to develop theory. The study also mentions that triangulation and multiple case study can improve the robustness and transferability of qualitative research.